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At the beginning of 2019, Kroger began searching for its first-ever creative agency of record (AOR) to unify messaging across its core grocery brand and the several other chains it owns across the country. In July, the nation’s second-largest retailer with more than $120 billion in sales chose DDB New York.
Today, the creative AOR finally got to unveil its work, when Kroger launched a wide-reaching brand refresh that includes a new version of its logo and positioning statement, and a substantial overhaul of the brand’s look and feel.