Kroger debuts new logo and inclusive branding

Marianne Wilson
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The Kroger Co. is giving itself a new look.

The nation’s largest supermarket chain unveiled a new logo, universal tagline it will use across all its brands and marketing materials with animated characters

The redesigned logo maintains the supermarket’s giant’s iconic swooping "K" and "G" in blue. But the oval-shaped shield has been removed. The new tagline, "Fresh for Everyone," is simple and underscored by Kroger's commitment and belief that everyone should have access to fresh, affordable and delicious food, the company said.  The company’s 20-plus retail banners, which include Kroger, Fred Meyer, Ralphs and Harris Teeter, will continue to operate under their existing names, but the new tagline and ads with the characters will be deployed nationwide. 

"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,” said Mike Donnelly, Kroger's executive VP and COO. "Kroger believes that 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.”

As part of the updated branding, the company is rolling out new marketing materials featuring animated “Kroji” (a take on the words Kroger and emoji) characters representing Kroger’s customers, associates and communities “in an inclusive, relatable, optimistic and fun way,” Kroger said. Other new materials will feature photos and videos of fresh food.

Kroger is launching a mass media campaign with its new branding. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services. And to celebrate the launch of the campaign, Kroger is offering customers free grocery pickup – generally a $4.95 fee – through January 1, 2020. 

The new logo and branding is from DDB New York.  In July, Kroger tapped the firm as its first creative agency of record.