Kroger, the 136-year old grocery store, is getting a fresh rebranding.
Kroger has introduced a new tagline, “Fresh For Everyone.” The grocery brand plans to promote its new mission and tagline with a multi-media advertising approach using social media, radio, television and traditional billboards. Kroger’s marketing campaign comes at a time when big-box stores like Target and Walmart have been entering the grocery industry—making for stiff competition. To set itself apart, Kroger has also launched a set of marketing ads featuring “Kroji”, animated emoji-like figures. “Krojis” are starring in Kroger ads to represent the array of people who enjoy fresh food, such as amateur chefs and midnight snackers. Delivering fresh food has become a priority objective for Kroger recently as the brand has rolled out its Kroger Pickup, Kroger Ship, and increased availability with its Instacart partnership according to a Gartner L2 report.
Kroger is also introducing a new logo to coincide with its original tagline. Kroger hopes the new look and tagline will help it stand out from other grocers, especially as the industry becomes more crowded.
Kroger is currently the largest supermarket chain in the United States. Grocery brands looking to be memorable in an overstocked market might look to Kroger for some quick tips.