With grocery retailer Kroger’s adoption of DDB New York as its first agency of record (AOR), the supermarket chain is taking the initiative to expand its brand across channels.
The transition is fueled by four methods – store, delivery, pickup and ship so that it can better 'Feed the Human Spirit,' as Kroger’s purpose states.
DDB’s responsibilities will encompass redefining the brand’s identity and strengthening customer ties through creative strategies that represent Kroger’s stated values of food inspiration and affordability.
Kroger operates over 2,800 grocery retail, supermarket and multi-department stores all around the US. Individual brands include Fry's, QFC, Fred Meyer, King Soopers, Ralphs and Harris Teeter.
The partnership comes about after a months-long pitch process, without the use of a search firm on Kroger’s end, and adds another win for DDB following its success at the 2019 Cannes Lions International Festival as the number two Network of the Year.
“DDB New York stood out for its creativity, passion for our business and industry and collaborative spirit,” said Mandy Rassi, Kroger’s head of brand building. “Consumers make 221 food-related decisions a day. A standout brand and narrative will drive more customers to choose Kroger more often via any channel.
“Kroger and DDB will work together to cut through the ‘sea of sameness’ that has arisen in grocery retail advertising, thereby supporting our transformation as a company.”
DDB president Audrey Melofchik added: “It is evident that the Kroger team is as eager as we are to work in partnership to bring the retail brand to new heights. There is massive creative potential to be explored within the brand, and we look forward to a long and fruitful relationship with Kroger.”
The first creative project for the agency as Kroger’s AOR will be revealed later in the year.