Christina Burkart organizes produce at the new Kroger Marketplace at Crossings of Beckett on Princeton Glendale Road near Tylersville Road in West Chester Township. NICK GRAHAM/STAFF

Kroger hires firm to build branding, marketing

Kroger Co., the largest regional grocery provider, has hired DDB New York to build its Restock Kroger image.

Restock Kroger is the grocery chain’s yearslong initiative to “redefine the food and grocery customer experience in America.” DDB is Kroger’s first ever creative agency of record, according to a statement.

Typically agency of records can be responsible for any mix of email marketing, social media, content marketing, digital advertising and e-commerce, as well as television, newspaper and radio advertisements.

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“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,” said Mike Donnelly, Kroger’s executive vice president and chief operating officer.

Kroger will work with DDB as it continues a transition to being an omnichannel retailer — a switch to online and brick-and-mortar stores is becoming increasingly important as grocery stores compete to offer the most convenience for a changing consumer.

“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 Worldwide was ranked second for Network of the Year at the 2019 Cannes Lions International Festival of Creativity. DDB’s first project for Kroger is expected to launch later this year, according to the release.

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