A day after meeting with investors in New York, The Kroger Co. is unveiling a new logo, slogan and brand redesign.
While stores under the Kroger banner — like Ralphs, Fry's, Harris Teeter, Fred Meyer and more — will keep their current name and logos, they will all share the company's new slogan 'Fresh for everyone.'
"Kroger's new brand launch is a unifying framework for our seamless shopping experience that is designed to deepen our connection with customers and associates today and into the future, support our business transformation and provide an elevated creative approach," says Mike Donnelly, Kroger's executive vice president and chief operating officer. "Kroger chose Fresh for Everyone as our leading brand message because it is inclusive, clear and memorable and supports our vision of serving America through food inspiration and uplift.
"Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat. Kroger's winning combination of assets puts our team in a unique position to deliver fresh…for everyone."
Kroger worked with DDB New York, which was announced in July as the retailer's first creative agency of record. The new logo — which the company says pushes the contemporary evolution while celebrating its strong, food-rich heritage — comes along with Kroji, Kroger's version of emoji characters. The animation features a case of characters to represent Kroger customers, associates and communities.
To celebrate, Kroger is offering free grocery pickup — usually a $4.95 fee — through January 1, 2020.