The Kroger Co. has announced that it has selected Dentsu Aegis Network as its first integrated media agency of record that will support its Fresh for Everyone brand transformation campaign, which launched last year.
London-based Dentsu Aegis Network will create a team called fresh@dentsu that will be responsible for media planning and buying across all media channels, including TV, radio, print, social, online video and streaming audio, for the Cincinnati-based retailer and its family of brands. The fresh@dentsu team—led out of media and creative agency 360i as well as with experts from Amplifi, M8, Merkle, MKTG and Posterscope—will also partner with Kroger to evaluate their sponsorships.
“Last year, we launched our brand transformation campaign Fresh for Everyone, bringing our brand strategy to life and celebrating our love of all customers and associates, food-first culture and long history as America's favorite grocer,” said Mandy Rassi, Kroger’s VP of marketing. “Kroger’s selection of an integrated media partner will continue to advance the campaign and uplift our brand, allowing us to connect with our customers in an even more compelling, modern way.”
Kay Vizon, Kroger’s director of media, said the fresh@dentsu team stood out for its “ability to think differently about our media planning and buying approach.”
“We live in a hyperconnected world, requiring us to look at this part of our business more holistically—and with greater data—to accelerate growth and engagement,” she added. “Dentsu’s audience-first approach aligns perfectly with our principle of looking at the total customer to better understand their behaviors and motivators and what really resonates with them, providing us with a continuous competitive advantage.”