Challenge
Kroger was losing its way – In 2019, adam&eveDDB became their first agency of record at a time when competitors were gaining awareness and relevance, de-positioning Kroger in the marketplace and limiting their potential for revenue growth. In a space where the grocery category was led by high quality on one end, and high value on the other, Kroger offered both and was getting lost in the middle as a result. They needed to gain an incremental 8.7 million trips per year to offset their losses to Aldi and Walmart on the value side, and Whole Foods on the quality side. Our task, then, was to give Kroger a distinct, relevant brand idea that captured all their inherent goodness and attracted shoppers back to Kroger.

Strategic Insight
From all the consumers we spoke to, one truth about Kroger rang out loud and clear: their stellar reputation for incredibly fresh food at incredibly affordable prices. And this truth ended up being the balm that our beleaguered shoppers were seeking. In a world where $100 seems to get you less and less in your basket, they just wanted to feel like a grocer was actually on their side instead of chipping away at their grocery haul.
We had to show the world the unique, democratic heart of Kroger’s brand - their desire to provide everyone with the freshest, highest quality groceries possible - and make it a rallying cry, breaking through both emotionally and visually with the shoppers most likely to leave Kroger

Creative Idea & Solution
Our brand idea, ‘Fresh for Everyone”, captured Kroger’s unique space in the market where price and quality intersect, while celebrating how fresh, quality food shouldn’t be for a privileged few, but affordable and available to everyone.

We created an ownable, approachable, optimistic animated world that elevated Kroger out of the category. And our animated characters, krojis, were meant to reflect the diversity of shoppers that come to Kroger, and they spread delight and recognition far and wide.

This animated world not only was able to portray fresh food in a uniquely exciting way, but it unified our completely integrated campaign, giving it the longevity and consistency to live everywhere and anywhere.

Tonally, we leaned into the goodness of Kroger’s DNA, creating comms that were welcoming, encouraging, and playful, embodying what it means to be fresh for everyone.

Our brand idea also was a powerful, rallying tagline. ‘Fresh for Everyone’, let the world know that Kroger was democratizing the world of groceries, with high quality and affordable food to back it up.