Partner with Custom Influencers

How-to | 3/30/2026 | Learn how to partner with Custom Influencers

Partner with Custom Influencers to extend your reach through unique influencer activations. Use this customizable, one-stop-shop solution for all your Custom Influencer needs (for example, recipe creations, new product showcases, tutorials, day-in-the-life moments, and family settings).

You can leverage Custom Influencer partnerships to:

• Develop engaging product-focused content for social media and other Offsite platforms.

• Use Kroger first-party shopper data to target qualified households.

Moreover, you can utilize content across all digital for six (6) months, so you could repurpose content for your own media and marketing activations even after the Campaign ends.

Populate Schedule

Use the calendars to enter your Media Start Date The first day the campaign is displayed to customers (for example, March 1, 20YY). and Media End Date The last day the campaign is displayed to customers (for example, March 1, 20YY)..

Once you enter these dates, the Milestones table with important milestones is automatically populated.

Add Coupons

Select Yes or No to answer "Is this channel driving to a coupon?".

• If Yes, click Add Coupon.

  For full instructions, see Create a new coupon.

• If No, proceed to Click-Through Destination Where customers land when they click on a campaign ad..

If adding a coupon, you'll need to perform some more coupon-related tasks.

1. Select which Coupon Targeting Type you want for this coupon.

2. Select an answer to the question, "What type of transactions should this coupon be redeemable for?".

3. Use the calendars to select Coupon Display Start, Coupon Display End, and Expiration Dates.

4. Review Divisions and selected coupon UPCs Universal Product Codes.

Add Click-Through Destination

Select a Click-Through Destination Where customers land when they click on a campaign ad. from the dropdown menu.

Option	Definition	Instructions
Coupon Widget	A generic Landing Page where coupons are hosted for customers to directly download No creative development required	If using a coupon, select which coupons should appear on the Click-Through Destination.
Curated Product List	Group of products available on Kroger Owned and Operated Pages for a customer to add directly to their Pickup order or online shopping list 84.51°'s recommended best practice	Select the Type of Product List. If you select, Custom Product List, click Add UPCs to start creating your list. If using a coupon, select which coupons should appear on the Click-Through Destination.
General Coupon Pool	Direct link to a specific coupon in the General Coupon Pool	If using a coupon, select which coupons should appear on the Click-Through Destination.
Kroger Owned and Operated Page	Department or seasonal page hosted on Kroger Owned and Operated Pages MUST go live a minimum three (3) business days prior to the media live date	Use the dropdown to answer, "Where will this page be located?". If using a coupon, select which coupons should appear on the Click-Through Destination.
Landing Page	Temporary Landing Page where brand content, recipes, and/or coupons can be hosted for a specific campaign Creative development required and additional lead times apply	Select a Landing Page Template. If using a coupon, select which coupons should appear on the Click-Through Destination.

Complete Influencer Creative Brief

There are many sections to the Influencer Creative Brief. Each section has its own set of instructions.

Targeting

1. Enter or use the dropdown to select your Channel Budget.

   Editing the Channel Budget will cause the Guaranteed Impressions and Number of Influencers to recalculate.

2. Select a Primary Influencer Category.

3. Select up to three (3) Secondary Influencer Categories.

Influencer Cost Calculator

1. Enter the number and type of Influencers you want for your Campaign.

   • Nano Influencers — 1K to 10K followers

   • Micro Influencers — 10K to 50K followers

   • Macro Influencers — 50K to 250K followers

   • Mega Influencers — 250K to 500K followers

   • Mega+ Influencers — 500K to IM followers

   • Celeb Influencers — More than IM followers

2. Review the number of Influencers and their associated costs (for example, if you selected one (1) Macro Influencer Social media influencers with ~50K+ followers., then associated cost would be $18,500).

   This calculator also shows your Total Influencer Costs and Paid Media Amplification Budget.

Objective & Concept Overview

1. Enter an Objective for the official creative brief to be used by influencers.

   The objective should be an overview of the content theme or focus (for example, a new product or recipe, product how-to/tutorial, lifestyle, day-in-the-life, or family setting). You should include one (1) to three (3) high level points outlining what you're asking the Influencer to create in order to clarify set expectations.

2. Enter one (1) to four (4) Products to Feature for Campaign.

   These products are usually some of your Brand's best selling products.

3. Select an answer for "Would you like to promote these Ads via Influencer Pages or Kroger Pages?".

4. Select an answer for whether this Campaign will Promote Organic media on Meta or TikTok?.

   Each platform allows KPM to run paid amplification through the Influencers's handle and to fit content seamlessly within the feed (Meta and TikTok) and story placements (Meta only).

   If you have questions, reach out to your Account Manager.

5. Select an answer for "Which platform would you like to promote Paid media on?".

6. (Optional) Provide Links to Sample Creative.

   If available, these links should direct Influencers to two (2) to four (4) creative images and/or videos to serve as inspiration for this Campaign.

Messaging Requirements

1. Enter any required messaging for influencers to include in captions and/or voice overs.

2. (Optional) Provide any additional messaging you'd like for this Campaign.

   For example, you may want the Influencers to highlight one (1) or more product details that resonate most with them.

Text Requirements & Restrictions

Enter information for the following questions / prompts:

• Caption Requirements — These are copy requirements on what MUST BE INCLUDED (for example, "Influencers must include two (2) to three (3) primary product benefits as listed below.").

• Caption Restrictions — These are copy restrictions or what MUST BE AVOIDED (such as, nutritional claims, specific language, product references, etc.).

Creative Requirements & Restrictions

Enter information for the following questions / prompts:

• Creative Direction — This requirement is the direction you want the Influencer to have for this Campaign (for example, recipe focused, lifestyle, day in the life, family setting, etc.).

• Creative Style — This requirement is the style type that you want for this Campaign (for example, Flatlay A photo of just the product or Lifestyle A photo of the product used in a setting such as a party, etc.).

• Creative Requirements — These requirements are Brand and photo / video guidelines (such as how product should be depicted, packaging photographed, logo usage, etc.) These requirements include any / all legal requirements.

• Creative Restrictions — These requirements are client restrictions that cannot be shown. These requirements include any / all legal restrictions, Client Caption Restrictions, Story Text Restrictions, Video Text Restrictions, and Creative Restrictions.

(Optional) Required Brand Social Handles & Hashtags for Organic Posts

Enter information for the following questions / prompts:

• Brand Instagram Handle (the Profile URL) and any associated Primary Hashtag(s).

• Brand TikTok Handle (the Profile URL) and associated Primary Hashtag(s).

Add Promoted Products

1. Click Add UPCs.

2. In the new window, click Add UPCs to select a method for adding UPCs.

   Method	Use Case	Instructions
   CPG to Brand Drilldown	Find specific brands by their CPG (like Simple Truth within The Kroger Co.) Use when you want to add an entire brand to your coupon to ensure everything tied to a brand is captured; good for portfolio activations	Click through the Kroger hierarchy until you reach the desired level (like The Kroger Co. > The Kroger Co. > Simple Truth). Click the checkbox next to the brand you want to add. The summary box on the left confirms the number of UPCs in the selected brand.
   Location in Hierarchy	Find your UPCs in the Kroger hierarchy Reflects how Kroger categorizes products sold in-store. You can drill into the highest level, Primary Department, through mid-levels (like Commodity), all the way down to individual Scan UPCs.You can add UPCs starting with the Commodity level down through the Scan UPC level. Selecting at the Commodity and Sub-Commodity levels adds all UPCs in that Commodity or Sub-Commodity. Use when you want to capture all UPCs in a specific category for your coupon; it's helpful to have knowledge of the Kroger hierarchy when using this option	Click through the Kroger hierarchy until you reach the desired level (like All > Grocery > Groc-All Other > Dry Noodles and Pasta). Click the checkbox next to the group of products you want to add.
   UPC Description Search	Find UPCs with keywords (like Kroger Pasta Sauce) Use when you don't have UPCs on hand, but know what product you are looking for or when you want to include pack sizes (like six (6) pack Sprite)	Enter a search term for the UPC. 84.51° Prism searches for the search term in the UPC description and returns results accordingly. Select all the UPCs you want to add.
   Manual Entry	Copy and paste your UPCs directly into 84.51° Prism Use when you have a prepared list of product UPCs	Enter (or copy / paste) your 13-digit UPCs. Click Validate UPCs. Select all the UPCs you want to add from each column (Matching UPCs All UPCs matching what you entered/pasted, Alternate UPCs UPCs that you entered / pasted that are found when dropping the check digit (the last number of the UPC)., and/or Not Found UPCs UPCs that you entered/pasted that were not found. If these are new products, they may not validate, but you should still include them.).
   Product Groups	Add UPCs from a previously saved Product Group Create a new Product Group Use when you have a group of frequently used UPCs	Search for your Product Groups by entering a search term. If you don't have any Product Groups or want to create a new one, click Create Product Group. To learn how, see Create and modify Product Groups. Select the Product Group(s) you want to add.

3. Click Add UPCs to Campaign to add the select UPCs.

4. Select answers to "Which divisions should be included?".

   Based on your Campaign type, some divisions are excluded.

   For example, Roundy's (including Metro Market and Pick & Save), Jay C, Owen’s, Payless, Harris Teeter, Food 4 Less, and Foods Co. divisions are excluded from several Campaign types.

5. Select Yes or No to answer, "Are any promoted products New at Kroger Introduces new items to Kroger customers with offers targeting category-relevant householdss with highest propensity for trial.?".

   If Yes, enter the On-Shelf Date for the products.

   New products must be on-shelf for at least 30 days prior to Campaign start date to ensure they are available to customers.

6. If prompted, select Yes or No to answer, "Are you able to ship the product to the influencer if needed?".

7. Select Yes or No to answer, "Are any of the Promoted Products Seasonal to Kroger?".

   If Yes, enter the On-Shelf Date for the products.

FTC Creative & Caption Requirements

Review all the creative and caption requirements for your Campaign. Your Campaign must follow and meet all FTC requirements.

Overall, you should ensure the content follows all FTC Guidelines as well as:

• Include #Ad or #BrandPartner at the beginning of the post or above the fold where it is fully visible without clicking any further.

• Uses original Custom Influencer or non-copyrighted generic audio available in the platform sound library.

• Has the product, packaging, brand name, and logo clearly visible.

• Has highly engaging storytelling that feels natural / conversational rather than scripted.

To learn more, see KPM Custom Influencer Guidelines.

Kroger Creative & Caption Requirements

In addition to all the requirements for FTC, your Campaign must follow and meet all Kroger requirements. These requirements include, but are not limited to:

Caption requirements and restrictions

• Includes the tag, @Krogerco.

• Include two (2) to three (3) key brand messages incorporated in your own voice / tone.

• Contains NO foul language (which includes, but is not limited to, no swearing, obscene language, cleavage, or sexual content of any kind in any post).

• Does NOT reference or show politics, religion, vices, profanity, nudity, alcohol, drugs, and/or smoking.

• Does NOT mention or include any other brands, products, or logos in the creatives.

• Does NOT make any brand comparisons by name.

• Does NOT make any claims aside from those that are carried on the product label or mentioned in the Influencer Creative Brief (for example, no references that the products are healthy in creative or captions).

• Does NOT have any spelling or grammar errors in the caption or story frames.

• Does NOT include inappropriate emojis.

Creative requirements and restrictions

• Has clearly visible product, packaging, brand name and logo; product(s) should be visible for a period of at least five (5) to seven (7) seconds within the video.

• Has a caption that is different from the voiceover / script.

• Must be a permanent post, so NO archiving or deleting.

• If children are shown in creative, they must be accompanied by an adult or person over the age of 18.

• Shot in a location with a clean, aesthetic background, clear and consistent lighting, and video is professional quality / high-resolution in 4:5 ratio format.

• Is no longer than 30 seconds (:07-:15 seconds is recommended) and be in either MP4 or MOV format; must include branding within the first two (2) to three (3) seconds.

• Must include Kroger branding.

• Must have the same visual appearance (same background, outfit, hairstyle, etc.) in all creative assets.

• Must provide a written script for any creatives with voice overs.

• Must avoid light glares and any exposed date / bar codes shown on packaging.

• Little to NO duplicate content between the stories and in-feed post.

• Does NOT include price tags.

• NO clothing with a visible brand name or logo on it.

• Do NOT use any discoloring filters to creatives. Product packaging must remain true / recognizable.

• Do NOT use watermarks, signatures, or overlays on any creative.

• NO plastic bags in creative (so, if showing Kroger shopping bags in creative, use recyclable shopping bags).

• Do NOT verbally mention any specific Kroger Family of Stores banner in the creative.

• Do NOT capture images or video of raw meat, luxury items, name brand, or competitor products.

• Do NOT show children standing in grocery carts.

• Do NOT show other shoppers or anyone else not approved to be shown in creative.

• Do NOT include pets / animals in creative or insinuate that the product is for pets.

For all the guidelines, see KPM Custom Influencer Guidelines.

Related topics

• Create a Meta Ad

• Create a Snapchat Ad

• Create a Pinterest Ad

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