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Kroger Debuts New Logo and Look

Kroger Debuts New Logo and Look

Wednesday, November 6th, 2019

After a leaked memo surfaced last week that revealed Kroger’s brand may not be as effective as the retailer needs it to be, Kroger debuted its new logo and brand transformation campaign.

Mike Donnelly, Executive Vice President and COO, Kroger"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," said Mike Donnelly, Kroger's Executive Vice President and Chief Operating Officer. "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. Kroger's winning combination of assets puts our team in a unique position to deliver fresh…for everyone."

The rebrand, Kroger noted in a press release, is meant to celebrate the retailer’s love of its customers, associates, food-first culture, and long history as one of America’s favorite grocers.

Kroger announced its ambitious brand transformation campaign and new logo that will celebrate its history and future as one of America’s favorite grocers (Image Credit: Kroger)

The new brand attributes include:

  • Logo – A contemporary evolution
  • Tagline – Kroger's uniquely egalitarian American brand
  • Primary Brand Color – Blue signals Kroger heritage, safety and trust
  • Color Accent Palette – Bright and modern, and signifies fun and inclusion
  • Animation – Lovable "Kroji" characters keeps Kroger fun and relatable
  • Photography and Video Style – Kroger food stands out in the grocery industry's 'sea of sameness'
  • Advertising Campaign – Dialing it up
  • Thoughtful Hosts – Living Kroger's brand by providing exceptional customer experience
  • Family of Companies – Same great banners, unified under Fresh for Everyone
  • Making Life Easier – Kroger offers customers free grocery pickup this holiday season

Mandy Rassi, Vice President of Marketing, Kroger"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," stated Mandy Rassi, Kroger's Vice President of Marketing. "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. We know that consumers make 221 food-related decisions a day, so Kroger's brand campaign was developed using the deep insights we have about our customers, their needs and how we can help make it easier for them to achieve their food aspirations."

Lisa Topol, Co-Chief Creative Officer, DDB New YorkLisa Topol, Co-Chief Creative Officer of DDB New York, and Kroger’s advertising partner, added, "Kroger already stands apart from its competitors in terms of quality, loyalty to customers and real-world actions that speak to its purpose to Feed the Human Spirit. Advertising in the grocery space was universally a sea of sameness: generic aisles of groceries and close-ups of people cutting carrots. Yet, Kroger is anything but generic. So, we wanted to take their inclusive and uplifting promise to their customers and find an effective and creative way to share it with the world."

How will Kroger's move boost its retail presence? Keep reading Deli Market News for the latest updates.