Kroger has debuted a new logo and “brand transformation campaign” focused on fresh food.

The campaign will include TV, radio, podcast and billboard advertisement, along with outreach via digital, print and social media, according to a news release.

One unique element of the brand will be claymation-style “Kroji” characters — the name is the combination of Kroger and emoji — that were designed “to represent Kroger customers, associates and communities in an inclusive, relatable, optimistic and fun way,” per the release.

The retailer worked on the campaign with DDB New York, the company’s first creative agency of record.

“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,” vice president of marketing Mandy Rassi said in the release. “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,” Rassi said.

The retailer noted in the release that the 20-plus banners it operates will continue under their existing names while incorporating the new brand attributes.

“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,” executive vice president and chief operating officers Mike Donnelly said in the release. “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.

“Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat,” Donnelly said. “Kroger’s winning combination of assets puts our team in a unique position to deliver fresh ... for everyone.”



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