CINCINNATI, OH - Will Kroger’s iconic blue logo be receiving a facelift of sorts? After announcing its new partnership with DDB New York, it appears the retailer could be in the process of developing a refreshed brand identity that supports its 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."

After a historic competitive pitch process, Kroger chose DDB New York as its official first-ever Agency of Record (AOR), according to a press release. Together, the two will work to evolve Kroger’s brand as it continues to make strides toward becoming an omnichannel retailer powered by the four modalities of Store, Delivery, Pickup, and Ship.

"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 will also focus on building upon Kroger’s legacy, expanding its Feed the Human Spirit® concept with an elevated, creative, and strategic marketing approach that will holistically strengthen the grocer’s connection with its shoppers.

"All of us at DDB are humbled and excited to be named Kroger's Agency of Record," said Audrey Melofchik, President of DDB New York, which was named the #2 Network of the Year at the 2019 Cannes Lions International Festival of Creativey. "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."

While Kroger and DDB are remaining tight lipped on what exactly they’re working on together, the two will be launching their first project later this year.

For more grocery retail news as it affects the fresh produce industry, be on the lookout for more from AndNowUKnow.

Kroger DDB New York