Kroger ends agency shopping, taps DDB NY


Congrats to DDB, New York.

Kroger announced yesterday it has named the iconic agency as its official Agency of Record after a historic competitive pitch process.

As its first-ever creative AOR, DDB will be responsible for developing a refreshed, stronger brand identity to support the company’s vision of serving food inspiration and uplift through Restock the brand and beyond.

“Kroger is excited to partner with DDB New York to uplift our brand,” said Mike Donnelly, executive vice president and chief operating officer. “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 position as a food authority, further proving to all of America that Kroger stands for fresh and quality.”

As America’s grocery store, the chain will work with DDB to evolve the company brand as it transitions to become an omnichannel retailer, powered by four modalities: Store, Delivery, Pickup and Ship.

DDB’s work will build on the chain’s history and purpose to Feed the Human SpiritĀ® with an elevated creative and strategic approach, deepening Kroger’s connection with customers today and into the future.

ALSO READ: DDB Worldwide named No. 2 “Most Creative Network”

“DDB New York stood out for its creativity, passion for our business and industry, and collaborative spirit,” said Mandy Rassi, 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. We will work together to cut through the ‘sea of sameness’ that has arisen in grocery retail advertising, thereby supporting our transformation as a company.”

“All of us at DDB are humbled and excited to be named Kroger’s Agency of Record,” said Audrey Melofchik, President of DDB New York. “It is evident that the Kroger team is as eager as we are to work in partnership to bring the retail brand to new heights. There is massive creative potential to be explored within the brand, and we look forward to a long and fruitful relationship with Kroger.”

This new partnership follows the recent news that DDB Worldwide was named the #2 Network of the Year at the 2019 Cannes Lions International Festival of Creativity and marks the first major new business agreement for the New York agency under Melofchik’s leadership.

DDB’s first project for Kroger is expected to launch later this year.

Source: Kroger