A family welcomes a new member in Pick ‘n Save’s heartwarming Thanksgiving spot.

Creativity – November 16, 2017

By Alexandr Jardine

Grocery chain Pick ‘n Save (a division of Kroger) takes a less price-focused, more heartwarming approach to Thanksgiving this year, with a spot about food and family.

The first of two ads by agency Cramer-Krasselt features a cute little Asian boy who seems bewildered by all the preparation going on for Thanksgiving around him. It opens with him sitting alone in a bedroom with a “welcome home” banner and listening to excited shouts from downstairs. In the kitchen, his adoptive mom tells him she’s cooking Thanksgiving dinner, and explains what that is. But he doesn’t smile until he’s sitting at the table and she announces that they have a special meal this year: a feast of Chinese food. She then welcomes him to the family. A second ad features a video call from an absent member of the family brightening up Christmas. Both were directed by Community Films’ Matt Smukler.