Kroger's Fresh for Everyone branding initiative is set for a major push after the retailer selected its first ever integrated media agency of record.
Dentsu “will create a team to serve Kroger called [email protected], led out of full-service media and creative agency 360i, as well as with experts from Amplifi, M8, Merkle, MKTG and Posterscope,” Kroger said. “The [email protected] team will be responsible for media planning and buying for Kroger and its family of brands across all media channels, including TV, radio, print, (out-of-home), search, social, display, online video and streaming audio. The [email protected] team will also partner with Kroger to evaluate their sponsorships.”
The hiring of Dentsu comes as Kroger is the midst of a branding push.
"Last year, we launched our brand transformation campaign – Fresh for Everyone – bringing our brand strategy to life and celebrating our love of all customers and associates, food-first culture, and long history as America's favorite grocer," said Mandy Rassi, Kroger's VP of marketing. "Kroger's selection of an integrated media partner will continue to advance the campaign and uplift our brand, allowing us to connect with our customers in an even more compelling, modern way."
Kroger said that its new brand "is a unifying framework for its communications, evolving culture and seamless shopping experience, offering customers store, pickup, delivery and ship options."
"The [email protected] team stood out to us for their creative ability to think differently about our media planning and buying approach," said Kay Vizon, Kroger's director of media. "We live in a hyperconnected world, requiring us to look at this part of our business more holistically – and with greater data – to accelerate growth and engagement. Dentsu's audience-first approach aligns perfectly with our principle of looking at the total customer to better understand their behaviors and motivators and what really resonates with them, providing us with a continuous competitive advantage."
The move by Kroger could help improve the experience it offers consumers.
"We're excited and honored to be partnering with Kroger, a brand that has a rich history and passion for serving its customers," said Doug Rozen, Chief Media Officer, 360i. "Kroger is transforming the shopping experience by leveraging unique insights and a renewed brand spirit. Powered by Dentsu's M1 platform, we look forward to helping Kroger deliver people-based media across all channels and connected to business outcomes that drive growth across its entire footprint."
The company's M1 platform "enables deep consumer insights and addressable media targeting opportunities that allow our brands to plan, activate, and measure personalized media and creative strategies at scale," Dentsu said.
According the company, the platform:
- Offers deeper person level insights, better ad relevance
- Helps solve digital supply chain issues like fraud & cookie duplication
- Improves performance of audience targeted media, increases addressable
- Improves efficiency & effectiveness of traditional TV buys
Other clients of the larger Dentsu network include Oreo, DSW, United Airlines, GM, Microsoft, P&G and Pfizer.
The news follows Kroger’s announcement of a multiyear relationship with Vibenomics, a location-based audio out-of-home (OOH) advertising and experience company. Through this relationship, Vibenomics’ Audio OOH Advertising Marketplace will enhance the customer experience and how brands communicate with customers at the point of purchase in 2,300-plus Kroger stores, as well as automate the audio ad-buying process to current programmatic standards, enabling users to strategically target shoppers depending on weather, local events and other factors.
Cincinnati-based Kroger employs nearly half a million associates who serve 9 million-plus customers daily through a seamless digital shopping experience and 2,757 retail food stores under a variety of banner names. The company is No. 3 on The PG 100, Progressive Grocer’s 2020 list of the top food retailers in the United States.