Launched nationally in the fall of 2023, and created by adam&eveDDB New York, Kroger’s Holiday campaign embraces the concept of togetherness by leaning into non-traditional gatherings during the holiday season.

Titled “Cuisine Exchange,” the film centers on a childless couple who decide to host a Mexican exchange student and, thus, the film reaffirms food’s overarching role in cross-cultural community building and awareness.

The 74-second film, set to Ed Sheeran’s “Photograph,” follows the couple as they continue to host other exchange students from around the world, adopting numerous traditions from each. At the end of the film, the family’s holiday table looks, smells and tastes much more diverse than the typical American holiday table. The holiday table is truly the medium for intersecting people and cultures over a meal.