The Kroger Co. has launched its new “Fresh for everyone” tagline and changed its logo as part of what it’s called its “brand transformation.”
“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, EVP and chief operating officer for the Cincinnati-based grocer that has several banners in the West, including Ralphs, Smith’s and QFC. “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 and uplift.”
The new campaign was developed by DDB New York, which Kroger identified in July as its first creative agency of record.
The campaign is designed to combine Kroger’s history of serving customers with modern data and technology.
The redesigned Kroger logo “reflects the company’s strong, food-rich heritage by retaining the shape and movement of the iconic ‘K’ and ‘G,’” the company says, adding that blue will remain its signature color.
An addition to the company’s marketing strategy is animation. “Kroji” characters—Kroger + emoji—are “Kroger’s fresh creative medium to market, connect and differentiate. The Kroji animation features a loveable cast of characters to represent Kroger customers, associates and communities in an inclusive, relatable, optimistic and fun way,” the company says.
Kroger is launching a mass media campaign to communicate the changes. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.
Kroger noted that its 20-plus retail banners across America will continue to operate under their existing names, incorporating the new brand attributes.
To celebrate the launch of the new campaign, Kroger is offering customers free grocery pickup—generally a $4.95 fee—through Jan. 1.
“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,” said Mandy Rassi, Kroger’s VP 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 compelling way.
“We know that consumers make 221 food-related decisions a day, 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 aspirations,” added Rassi, who took the stage at the Brandweek summit in Palm Springs, California. She joined other brand leaders from across the country to participate in a fireside chat with Adweek Senior Editor Doug Zanger on the topic of “Creativity and Commerce: Strategies for Reenergizing a Legacy Retail Brand.”