Kroger Precision Marketing Announces Self-Service Advertising with TikTok

Kroger Precision Marketing (KPM) is the latest retail media network to introduce a self-service advertising collaboration with TikTok, enabling advertisers to reach Kroger shoppers directly within the TikTok advertising platform. The capability makes it easy for brands to activate trusted retail signals in one of today’s most influential discovery environments. ¹

KPM’s purchase-based audiences are informed by millions of in-store and online purchases each day. Powered by Kroger’s loyalty accounts, the longitudinal view of shopping behaviors uncovers brand growth opportunities. Advertisers will now be able to reach relevant audiences using TikToK’s self-service advertising platform.

The creator-culture inspires shoppers to discover brands

The new collaboration comes as the creator economy continues to reshape how consumers discover products. From nano-influencers to celebrities, creator-driven content is fueling product discovery and influencing purchase decisions across categories.

For consumer packaged goods (CPG) brands, influencer-first media plans are an increasingly important way to earn trust, deepen relevance and grow sales. In a recent KPM analysis of store sales, Kroger households that report engagement with social content have 2x higher in-store basket spending than the average Kroger shopper. ²

“TikTok is a destination for communities, creators and brands to come together in ways that shape both culture and commerce,” said Christine Foster, Group Vice President at Kroger Precision Marketing. “With our trusted purchase signals and TikTok’s self-service advertising platform, brands can connect with known Kroger shoppers and turn discovery into retail impact.”

Consumers acknowledge social media’s influence on purchase decisions.

A new survey of Kroger shoppers demonstrates the importance and impact that people attribute to social media influencers:

• 68% of Kroger shoppers surveyed reported purchasing at least one grocery, household, or personal care product which they directly attributed to social media in the past 6 months. ³

• 46% of Kroger shoppers surveyed reported that products discovered through influencers or social media sometimes become part of their regular shopping routine. ⁴

But brands may be missing sales opportunities if they don’t repeat the message: 36% of Kroger shoppers reported forgetting about products they discovered in social media. ⁵ KPM’s new capabilities with TikTok will give brands an opportunity to amplify content and remind relevant audiences to purchase.

“Boosting creator content is an important way to convert consideration into purchase,” said Michael Westgate, Head of US Retail, Global Business Solutions, at TikTok. “Together with Kroger Precision Marketing, we’re making it easier for advertisers to reach retail audiences directly on the platform where they come to view and take part in cultural moments."

Self-service simplifies how brands activate retail audiences

The announcement advances KPM’s work to streamline purchase-based audiences across addressable media. Earlier this year, KPM was the first retail media network to bring purchase-based audiences, together with SKU-level measurement, to Google Display and Video 360 campaigns.

“Brands want to use retail audiences to amplify messages that are timely and relevant, but they also need the flexibility of self-service management in the platforms they already use,” said Foster. “By enabling our audiences in the TikTok advertising platform, we are reducing the complexity and friction in media buying.”

How CPG brands reach Kroger shoppers on TikTok

By connecting with known shoppers in TikTok, KPM enables marketers to build enduring growth across the path to purchase — from inspiration and discovery to conversion and loyalty. CPG brands can contact their KPM representative today to learn more and get started.

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¹ Source: May 2026 EMARKETER Survey, "Social Commerce Consumer."

² Source: 2026, 84.51° Custom Insights Analysis, L52 weeks, HH claiming weekly social media usage vs. average active Kroger households.

³ Source: 2026, 84.51° Consumer Research. “In the past 6 months, approximately how many grocery, household, or personal care products have you purchased that you can directly attribute to seeing on social media?” n=400.

⁴ Source: 2026, 84.51° Consumer Research. “How often do those products become part of your regular shopping routine?” n=400.

⁵ Source: 2026, 84.51° Consumer Research. “What typically stops you from buying a product you discovered or saved from social media?” n=400