Kroger is keeping more than just the grocery aisle fresh. This week, the 136-year-old grocery chain is debuting branding that includes an updated logo, new tagline and accompanying marketing campaign. The work is Cincinnati-based Kroger’s first from DDB New York, which it appointed its first creative agency of record in July following a five-month search.
“In today’s world, the reality is that to cut through, we have to have a clear point of view and we have to tell our story in a way customers get,” says Mandy Rassi VP of marketing at Kroger, noting that Kroger has a rich history that includes creating the grocery category, “but that story wasn’t landing with customers.” She says such shoppers couldn’t “articulate what Kroger stands for.”
The rebranding includes a universal tagline, “Fresh for everyone,” that will roll out across Kroger’s namesake and roughly 20 other brands, such as Fred Meyer and Harris Teeter. The new logo, an evolution of the previous mark that still highlights the “k” and “g” in the Kroger name, will also include the tagline in some iterations.