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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Chefbot

Finalist in Creative use of Technology, Retail & E-Commerce

Objective

Chefbot is a first-of-its-kind AI tool that helps people make the most of the ingredients they already have  by finding recipes which use those ingredients. For users, it’s as easy as snapping a photo of their ingredients, tweeting the photo to @KrogerChefbot on Twitter, and cooking one of the recipes Chefbot replies with. For Kroger, it meant teaching visual artificial intelligence to recognize over 2000 ingredients, from millions of photos and match them with the staggering 20,000 recipes Kroger’s in-house chefs have written over the years. All of this takes place within a single, e-commerce-integrated social platform.  

There is a fundamental absurdity in our nation's food system. 40% of the food produced in the U.S. is thrown away, while many Americans struggle with hunger. Chefbot gives the average family the ability to save $1,500 worth of groceries and 250 lbs of food per year. Additionally, more people are cooking from home than ever before due to the global pandemic. We’ve seen grocery sales increasing by 30% and upwards across America, and our social listening indicates people are looking for inspiration as they venture deeper into their pantries.  

As more people use Chefbot, its intelligence grows, creating not only a better product, but new opportunities to reach new customers at massive scale. We supported Chefbot’s launch with a full marketing ecosystem, creating the Chefbot Kroji who starred in our how-to videos and social content. Our launch also included influencer partnerships with famous foodies and novice cooks, showing how easy Chefbot is to use and inspiring social media users to use Chefbot to reduce their food waste.  

Strategy

As one of the largest retailers in the United States, Kroger is on a constant mission to redefine the customer experience. With that in mind and inspired by Kroger’s Zero Hunger | Zero Waste program, we set out to create a customer-centric solution to reduce food waste and reinforce Kroger’s brand positioning. To that, three main goals directed our strategy:   

Results

As a product Chefbot: 

As a campaign, Chefbot generated the most conversation in Kroger’s 137 year history. Chefbot is still going strong, getting smarter and more helpful with every ingredient it sees. 

Media

Video for Chefbot

Produced by

360i, Kroger Co.

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!