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Kroger’s road ahead isn’t easy

As part of its look ahead, Kroger Co., BB #:100073 Cincinnati, OH, and its new marketing agency, DDB New York, introduced a redesigned logo and rebranding campaign in November 2019.

The initiative includes a number of moving parts from the new “Fresh for Everyone” corporate tagline and a trademarked purpose (“To Feed the Human Spirit”) unveiled in a mass media marketing campaign to a group of animated emojis, called Kroji.

All of the company’s divisions will use the new tagline and other Kroger brand attributes, while retaining their own names.

Kroger’s new identity is supposed to set it apart from the grocery industry’s “sea of sameness.”

In an internal memo announcing its plans for the new branding, which was leaked to the press, the company noted that while it was ranked seventeenth on the Fortune 100 by sales, Kroger was not ranked in the top 100 in brand value.

It remains to seen whether the new positioning will grab hold of consumers, or how long it will take for this to happen.

Bruce Peterson, president and founder of Peterson Insights Inc., in Bentonville, AR, for one, does not believe the new “Fresh for Everyone” tagline or positioning will differentiate the chain from its competitors.

“Frankly,” he maintains, “in my opinion, the use of the word ‘Fresh’ is so overused it has no significant impact on consumer behavior.”

This is a multi-part feature adapted from the cover story of the March/April 2020 issue of Produce Blueprints.