Kroger will work with DDB as it continues a transition to being an omnichannel retailer — a switch to online and brick-and-mortar stores is becoming increasingly important as grocery stores compete to offer the most convenience for a changing consumer.
“DDB New York stood out for its creativity, passion for our business and industry, and collaborative spirit,” said Mandy Rassi, Kroger’s head of brand building. “Consumers make 221 food-related decisions a day. A standout brand and narrative will drive more customers to choose Kroger more often via any channel. Kroger and DDB will work together to cut through the ‘sea of sameness’ that has arisen in grocery retail advertising, thereby supporting our transformation as a company.”
DDB Worldwide was ranked second for Network of the Year at the 2019 Cannes Lions International Festival of Creativity. DDB’s first project for Kroger is expected to launch later this year, according to the release.
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