Kroger Debuts Logo, Brand Transformation Campaign


Cincinnati — The Kroger Co. debuted a new logo and brand transformation campaign, focused on celebrating its “love of all customers and associates, food-first culture and long history as America’s favorite grocer.”

“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,” says Mike Donnelly, the retailer’s executive vice-president and chief operating officer. “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.

“Kroger believes everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat,” he adds. “Kroger’s winning combination of assets puts our team in a unique position to deliver fresh . . . for everyone.”

Key aspects of the company’s new brand attributes are a new logo, which is described as a “contemporary evolution” reflecting the company’s strong, food-rich heritage by retaining the shape and movement of the iconic “K” and “G.” The logo retains the company’s blue brand color, which “represents the Kroger brand heritage of food savvy and signals safety and trust to customers.”

The Fresh for Everyone tagline is “simple and designed to drive an instant understanding of the uniquely egalitarian American brand, underscored by Kroger’s commitment and belief that everyone should have access to fresh, affordable and delicious food.”

The company is using “Kroji” characters as a “fresh creative medium to market, connect and differentiate.” The Kroji (Kroger + emoji) animation features a cast of characters to represent Kroger customers, associates and communities in an “inclusive, relatable, optimistic and fun way.”

The retailer is also launching a mass media advertising campaign to amplify brand transformation. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.

Kroger’s nearly half a million associates live its brand promise by helping make customers’ lives easier. No matter how someone shops, Kroger is committed to delivering fresh food at a fair price, simplifying customers’ shopping experiences and meaningfully giving back to its communities through Zero Hunger | Zero Waste, the brand’s bold social impact plan to end hunger in its communities and eliminate waste across the company by 2025.

The company notes its more than 20 retail banners will continue to operate under their existing names, incorporating the new brand attributes.

To celebrate the launch of the brand transformation campaign, Kroger is offering customers free grocery Pickup – generally a $4.95 fee – through January 1, 2020.

“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,” says Mandy Rassi, Kroger’s vice-president of marketing. “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.”