Kroger Launches New Brand Positioning and First Work From DDB New York

‘Fresh for Everyone’ anchors new era for the nation's second-largest retailer

a claymation-style ad for Kroger
Kroger's new branding brings in fresh, new colors and animation. Kroger

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.

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@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.