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Kroger’s new look

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CINCINNATI — Kroger Co. is emphasizing its grocery heritage and its food bona fides with a new logo and a marketing campaign built around the slogan Fresh for Everyone.

Food is also a key strength Kroger focused on during its investor conference earlier this month, during which company executives argued that the Restock Kroger initiative is improving the company’s competitive position during an exciting and challenging time for the food retailing industry.

“We are confident that Restock Kroger is the right strategic framework for business growth in 2019 and 2020, and to position Kroger for long-term growth in the future,” said chairman and chief executive officer Rodney McMullen. “We believe that the food industry is special and big enough for different models to coexist — and Kroger’s model will be one of them because, at Kroger, we are uniquely good at food. Kroger is food first, and 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 fresh, affordable and easy-to-enjoy food that tastes amazing. Kroger’s ability to be America’s food partner is our competitive advantage.”

Some of its efforts to redefine the grocery shopping experience for its customers as part of Restock Kroger involve becoming a leading omnichannel retailer and, as part of that effort, Kroger this month announced that it will build its sixth customer fulfillment center (CFC) — an automated warehouse to support online grocery delivery — in Pleasant Prairie, Wis.

Kroger broke ground in June on its first CFC, which will open in Monroe, Ohio. The company has committed to building 20 of the automated warehouses around the country.

Kroger’s new marketing campaign puts a public face on the company’s transformation.

“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 officer Mike Donnelly said. “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.”

The rebranding effort is the product of Kroger’s work with DDB New York, which the retailer named as its first creative agency of record in July. As part of the brand transformation campaign, Kroger has introduced a revamped logo that is more contemporary in appearance while still retaining design features from the company’s classic version, including the color. The Fresh for Everyone tagline is meant to emphasize that Kroger is an egalitarian brand offering fresh, affordable and delicious food for everyone.

“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.

“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.”


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