Marketing Midwest

Kroger Selects Dentsu As First Integrated Media Agency Of Record

Kroger Dentsu

Cincinnati, Ohio-based The Kroger Co. 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 [email protected], led out of full-service media and creative agency 360i as well as with experts from Amplifi, M8, Merkle, MKTG and Posterscope. The [email protected] 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 [email protected] team also will 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 VP 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 [email protected] 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 for 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.”

Across the Kroger family of companies, nearly half a million associates serve over 11 million customers daily through a seamless shopping experience under a variety of banner names.

The company recently announced some leadership changes. See story, here.

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