CINCINNATI and NEW YORK, July 8,
2020 /PRNewswire/ -- The Kroger Co. (NYSE: KR),
America's largest grocery retailer, announced today that it has
selected Dentsu Aegis Network as its first integrated media agency
of record after a competitive pitch process.
Dentsu Aegis Network will create a team to serve Kroger called
fresh@dentsu, led out of full-service media and creative agency
360i as well as with experts from Amplifi, M8, Merkle, MKTG and
Posterscope. The fresh@dentsu team will be responsible for media
planning and buying for Kroger and its family of brands across all
media channels, including TV, radio, print, OOH, search, social,
display, online video, and streaming audio. The fresh@dentsu team
will also partner with Kroger to evaluate their sponsorships.
"Last year, we launched our brand transformation campaign –
Fresh for Everyone – bringing our brand strategy to
life and celebrating our love of all customers and associates,
food-first culture and long history as America's
favorite grocer," said Mandy
Rassi, Kroger's vice president of marketing. "Kroger's
selection of an integrated media partner will continue to advance
the campaign and uplift our brand, allowing us to connect with our
customers in an even more compelling, modern way."
Kroger's new brand is a unifying framework for its
communications, evolving culture and seamless shopping experience,
offering customers with store, pickup, delivery and ship
options.
"The fresh@dentsu team stood out to us for their creative
ability to think differently about our media planning and buying
approach," stated Kay Vizon,
Kroger's director of media. "We live in a hyperconnected world,
requiring us to look at this part of our business more holistically
– and with greater data – to accelerate growth and engagement.
Dentsu's audience-first approach aligns perfectly with our
principle of looking at the total customer to better understand
their behaviors and motivators and what really resonates with them,
providing us with a continuous competitive advantage."
"We're excited and honored to be partnering with Kroger, a brand
that has a rich history and passion for serving its customers,"
said Doug Rozen, Chief Media
Officer, 360i. "Kroger is transforming the shopping experience by
leveraging unique insights and a renewed brand spirit. Powered by
Dentsu's M1 platform, we look forward to helping Kroger deliver
people-based media across all channels and connected to business
outcomes that drive growth across its entire footprint."
About Kroger
At The Kroger Co., 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.
About 360i
360i is an award-winning agency that helps brands capitalize on
change. As a highly strategic media and creative partner with a
deep understanding of how people discover brands and share stories,
we don't just react to changes in the marketplace – we predict and
define them. By bringing together some of the smartest, most
curious people with expertise in media, data, creativity, strategy,
search, and social, we help our clients achieve their objectives
and drive their business forward. And our hustle doesn't go
unnoticed. In 2019, we were selected for Ad Age's A-List – our
ninth consecutive year in the coveted issue. We've also been named
Adweek's Breakthrough Media Agency of the Year, recognized as one
of Fast Company's Most Innovative Companies and Campaign's Top 25
Most Influential Agencies, and ranked amongst the best Lead
Agencies and Performance Agencies by Forrester Research. That's
some range. We work with brands including HBO, DSW, McCormick, and
Mondelez. To learn more, visit www.360i.com.
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SOURCE The Kroger Co.