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Kroger, the nation’s second-largest retailer, hired DDB New York as its first-ever agency of record in July 2019. The Cincinnati-based brand was coy about where it was heading with its refresh, but noted that the agency came up with a direction that “knocked our socks off,” according to Kroger vp of marketing Mandy Rassi.
The end result from the brand and agency was an unexpected twist in grocery marketing. Shots of live actors and food were replaced by animation, with an ever-expanding character roster affectionately known as Krojies.