Kroger private brands poised for even more growth?

Cincinnati-based The Kroger Co. is looking to supercharge its already strong private brand sales by hiring its first-ever creative agency of record: DDB New York.

According to the grocer, DDB will be responsible for developing a refreshed, stronger brand identity to support the company's vision of serving food inspiration and uplift through Restock Kroger and beyond.

"Kroger is excited to partner with DDB New York to uplift our brand," said Mike Donnelly, Kroger's executive vice president and chief operating officer. "At Kroger, we believe that no matter who you are, where you're from, how you shop or what you like to eat, everyone deserves to have affordable, easy-to-enjoy, fresh food. This partnership will solidify Kroger's position as a food authority, further proving to all of America that Kroger stands for fresh and quality."

Kroger’s Simple Truth line, which didn’t even exist five years ago, has grown into a $2 billion brand.

According to the company, DDB will help Kroger evolve its brand as it transitions to become an omnichannel retailer, powered by four modalities: Store, Delivery, Pickup and Ship. The goal of DDB's work will build on Kroger's history and purpose to Feed the Human Spirit with an elevated creative and strategic approach, deepening Kroger's connection with customers today and into the future.

"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."