McCann Appointed as Creative Agency of Record for Kroger
McCann has been named the creative agency of record for Kroger, one of the largest supermarket chains in the United States, the agency confirmed to Adweek. This partnership marks a significant shift for Kroger, as it transitions from its previous agency of record, DDB New York.
Kroger’s Brand Portfolio and Market Presence
Kroger operates over 2,700 stores under a variety of banners, including Ralphs, Dillons and Pay-Less Supermarket Chains. The company’s total advertising expenditure is approximately $391 million, according to COMvergence.
The Transition from DDB to McCann
DDB New York initially became Kroger’s creative agency of record in 2019, leading a rebrand that launched at the complete of that year. The move to McCann keeps the account within the Omnicom network, following Omnicom’s $13.5 billion acquisition of IPG, McCann’s former parent company, in December. As a result of the acquisition, the DDB brand was retired and integrated into the TBWA network.
Statements from Kroger and McCann Leadership
Amber Guild, CEO of McCann New York, expressed her enthusiasm for the partnership, stating, “We are proud to be named U.S. Creative Agency of Record for Kroger, an iconic brand known for its deep commitment to its people, customers and communities. We look forward to leveraging our Truth Well Told philosophy to develop meaningful, impactful work that elevates Kroger in the hearts and minds of its customers, while driving enduring brand value and strong business growth.”
A Kroger spokesperson commented, “Our ambition was to find a collaborator who could help us articulate the distinct advantage of the Kroger brand while inspiring associates and customers. McCann brought both a powerful strategic foundation and wonderful energy from the very beginning. Together, we are excited to launch a new brand platform and creative work that drives our business goals forward.”
Competitive Pitch Process
The selection of McCann followed a competitive pitch process, according to a source familiar with the decision.