CINCINNATI and NEW YORK and PALM
SPRINGS, Calif., Nov. 6, 2019
/PRNewswire/ -- The Kroger Co. (NYSE: KR) debuted today its
new logo and brand transformation campaign, celebrating its love of
all customers and associates, food-first culture and long history
as America's favorite grocer.
"Kroger's new brand launch is a unifying framework for
our seamless shopping experience that is designed to deepen our
connection with customers and associates today and into the future,
support our business transformation and provide an elevated
creative approach," said Mike
Donnelly, Kroger's executive vice president and chief
operating officer. "Kroger chose Fresh for Everyone as our
leading brand message because it is inclusive, clear and memorable
and supports our vision of serving America through food inspiration
"Kroger believes that everyone deserves to have access to fresh,
affordable and delicious food, no matter who you are, how you shop
or what you like to eat. Kroger's winning combination of assets
puts our team in a unique position to deliver fresh…for
In July, Kroger announced DDB New York as its first creative
agency of record. Kroger's rich food history, passion for serving
its customers and modern data and technology, combined with DDB's
ingenuity and creative horsepower, have helped the iconic retail
brand create a refreshed, stronger brand identity – both internally
among associates and externally among customers and other valuable
stakeholders – that breaks through the grocery retail industry's
'sea of sameness.'
New Kroger Brand Attributes
- Logo – A contemporary evolution
evolution of the redesigned Kroger logo reflects the company's
strong, food-rich heritage by retaining the shape and movement of
the iconic "K" and "G" loved by generations of Kroger
- Tagline – Kroger's uniquely egalitarian American
Fresh for Everyone is Kroger's brand ethos. The
universal tagline is simple and designed to drive an instant
understanding of the uniquely egalitarian American brand,
underscored by Kroger's commitment and belief that everyone
should have access to fresh, affordable and delicious food.
- Primary Brand Color – Blue signals Kroger heritage, safety
Blue has been and will continue to be Kroger's
signature color. Blue represents the Kroger brand heritage of food
savvy and signals safety and trust to customers.
- Color Accent Palette – Bright and modern, and signifies fun
The Kroger brand features a bright and modern
palette of accent colors reflective of the fun and inclusive spirit
of the campaign.
- Animation – Lovable "Kroji" characters keeps Kroger fun and
Animation is Kroger's fresh creative medium to
market, connect and differentiate. The Kroji (Kroger + emoji)
animation features a loveable cast of characters to represent
Kroger customers, associates and communities in an inclusive,
relatable, optimistic and fun way.
- Photography and Video Style – Kroger food stands out in the
grocery industry's 'sea of sameness'
Real, delicious, fresh
food with movement placed next to animation inspire Kroger's new
photography and video productions, breaking out of the
'sea of sameness' and creating an exciting visual narrative that
pops and stands out.
- Advertising Campaign – Dialing it up
launching a mass media campaign to amplify its new brand
transformation. Advertising channels include retail, television and
radio broadcast, digital, print, social, podcast, cinema, outdoor,
and TV and music streaming services.
- Thoughtful Hosts – Living Kroger's brand by providing
exceptional customer experience
Kroger's nearly half a
million associates live its brand promise by helping make
customers' lives easier. No matter how someone shops, Kroger is
committed to delivering fresh food at a fair price, simplifying
customers' shopping experiences and meaningfully giving back to its
communities through Zero Hunger | Zero Waste, the brand's bold
social impact plan to end hunger in its communities and eliminate
waste across the company by 2025.
- Family of Companies – Same great banners, unified under
Fresh for Everyone
Kroger's 20+ retail banners across
America will continue to operate under their existing names,
incorporating the new brand attributes.
- Making Life Easier – Kroger offers customers free grocery
pickup this holiday season
To celebrate the launch of the
brand transformation campaign, Kroger is offering customers free
grocery Pickup – generally a $4.95
fee – through January 1, 2020, making
life easier for customers throughout the holiday season. Grocery
orders can be placed on kroger.com.
"Fresh and friendly underpin Kroger's new brand identity because
product quality and the total customer experience – across
physical and digital – are key to bringing our brand promise to
life," says Mandy Rassi, Kroger's
vice president of marketing. "Kroger's new brand celebrates our
love of people and our love of food, cutting through the 'sea of
sameness' that has beset grocery retail advertising for far too
long. Having a more consistent and recognizable brand enables
Kroger to stand out and engage our customers in an even more
"We know that consumers make 221 food-related decisions a
day1, so Kroger's brand campaign was developed using the
deep insights we have about our customers, their needs and how we
can help make it easier for them to achieve their food
"Kroger already stands apart from its competitors in terms of
quality, loyalty to customers and real-world actions that speak to
its purpose to Feed the Human Spirit," said Lisa Topol, Co-Chief Creative Officer of DDB New
York. "Advertising in the grocery space was universally a sea of
sameness: generic aisles of groceries and close-ups of people
cutting carrots. Yet, Kroger is anything but generic. So, we wanted
to take their inclusive and uplifting promise to their customers
and find an effective and creative way to share it with the
Brandweek Summit in Palm Springs, Calif.
Rassi will take the stage today at the Brandweek summit in
Palm Springs, Calif., joining
other brand leaders from across the country, to participate in a
fireside chat with Adweek Senior Editor Doug Zanger about Creativity and Commerce:
Strategies for Reenergizing a Legacy Retail Brand.
To learn more about the brand transformation, visit
thekrogerco.com. To download the brand's new logo and other
campaign creative assets, visit here.
At The Kroger Co. (NYSE: KR), we are
Fresh for Everyone™ and dedicated to our Purpose: To Feed the
Human Spirit®. We are, across our family of companies,
nearly half a million associates who serve over 11 million
customers daily through a seamless shopping experience under a
variety of banner names. We are committed to creating
#ZeroHungerZeroWaste communities by 2025. To learn more about us,
visit our newsroom and investor relations site.
DDB Worldwide (www.ddb.com) is one of the
world's largest and most influential advertising and marketing
networks. DDB has been named Agency of the
Year numerous times by the Cannes International Festival
of Creativity and the industry's leading
advertising publications and awards shows. In 2019
DDB Worldwide was named the Cannes Festival's #2 Network of the
year, and the Gunn Report has listed DDB as one of the Top 3
Global Networks for 12 of the last 15 years. The agency's clients
include Volkswagen, McDonald's,
Unilever, Mars, Johnson & Johnson, and the U.S. Army, among
Founded in 1949, DDB is part of the Omnicom Group (NYSE) and
consists of more than 200 offices in over 90 countries with its
flagship office in New York,
Omnicom Group Inc. (NYSE – OMC) is a
leading global marketing and corporate communications company.
Omnicom's branded networks and numerous specialty firms provide
advertising, strategic media planning and buying, digital and
interactive marketing, direct and promotional marketing, public
relations and other specialty communications services to over 5,000
clients in more than 100 countries.
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SOURCE The Kroger Co.