The Kroger Co, a US retail giant, has unveiled its new logo and brand transformation campaign, reflecting the company’s strong, food-rich heritage.

The redesigned Kroger logo retains the shape and movement of the iconic “K” and “G”, and carries ‘Fresh for Everyone’ brand message.

Mandy Rassi – vice president of marketing, Kroger said: “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.

“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.”

Kroger’s 20-plus retail outlets across the US will continue to operate under their existing names while incorporating the new brand attributes.

Mike Donnelly – executive vice president and COO, Kroger said: “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.

“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.”

The retailer will promote its new brand transformation through advertising channels such as retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.

Kroger is offering customers free grocery Pickup through January 1, 2020 as part of latest brand transformation campaign.

The company contracted DDB New York as its first creative agency of record in July.

Kroger is committed to end hunger in its communities and eliminate waste across the company by 2025 through the brand’s social impact plan Zero Hunger | Zero Waste.

  Kroger, Mike Donnelly, USA