Kroger announced today it has named DDB New York as its official Agency of Record (AOR) after a historic competitive pitch process. As Kroger’s first-ever creative AOR, DDB will be responsible for developing a refreshed, stronger brand identity to support the company’s vision of serving food inspiration and uplift through Restock Kroger and beyond.
“Kroger is excited to partner with DDB New York to uplift our brand,” said Mike Donnelly, Kroger’s executive vice president and chief operating officer. “At Kroger, we believe that no matter who you are, where you’re from, how you shop or what you like to eat, everyone deserves to have affordable, easy-to-enjoy, fresh food. This partnership will solidify Kroger’s position as a food authority, further proving to all of America that Kroger stands for fresh and quality.”
As America’s grocery store, Kroger will work with DDB to evolve the company brand as it transitions to become an omnichannel retailer, powered by four modalities: Store, Delivery, Pickup and Ship. DDB’s work will build on Kroger’s history and purpose to Feed the Human Spirit® with an elevated creative and strategic approach, deepening Kroger’s connection with customers today and into the future.