Kroger’s rebrand was a day of intense discussion at the Deli Market News office, so naturally our excitement for the retailer’s new partner prompted conversation, too. Kroger recently nabbed a new media agency, Dentsu Aegis Network, to create a team to help serve Kroger’s increasing media needs.
"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 Vice President 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."
The name of this new team, called fresh@dentsu, will be led out by full-service media and creative agency, 360i, as well as experts from Amplifi, M8, Merkle, MKTG, and Posterscope, a press release noted.
The fresh@dentsu team will be responsible for media planning and buying for Kroger and its family of brands across all media channels, including TV, radio, social media, and more.
"The fresh@dentsu team stood out to us for their creative ability to think differently about our media planning and buying approach," stated Kay Vizon, Director of Media, Kroger. "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."
Doug Rozen, Chief Media Officer of 360i, concluded, “We're excited and honored to be partnering with Kroger, a brand that has a rich history and passion for serving its customers. 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."
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