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Did you know the average person makes 221 food related decisions every day? As America’s favorite grocer, we believe no matter who or where you are, everyone deserves to have affordable, easy-to-enjoy, fresh food and we see it with three simple words…

The last two years have been a time of transformation as we work to redefine the grocery experience through Restock Kroger. And we just completed another important step on this journey – clearly defining our brand to celebrate our love of people and our love of food.

We’re excited to take you Behind the Brand – one that was designed to be dynamic and easily recognizable, rooted in our rich history of food and the belief that Fresh Food should be for EVERYONE.

We are fresh that stands out.

At the heart of it, food can and SHOULD be fresh, so our new brand has been designed to stand out by being optimistic, bright, welcoming and above all fresh.

Logo – A contemporary evolution

The contemporary evolution of the redesigned Kroger logo reflects the company’s strong, food-rich heritage by retaining the shape and movement of the iconic “K” and “G” loved by generations of Kroger customers.

Tagline – Kroger’s uniquely egalitarian American brand

Fresh for Everyone is Kroger’s brand ethos. The universal tagline is simple and designed to drive an instant understanding of the uniquely egalitarian American brand, underscored by Kroger’s commitment and belief that everyone should have access to fresh, affordable and delicious food.

Primary Brand Color – Blue signals Kroger heritage, safety and trust

Blue has been and will continue to be Kroger’s signature color. Blue represents the Kroger brand heritage of food savvy and signals safety and trust to customers.

Color Accent Palette – Bright and modern, and signifies fun and inclusion

The Kroger brand features a bright and modern palette of accent colors reflective of the fun and inclusive spirit of the campaign.

Animation – Lovable “Kroji” characters keeps Kroger fun and relatable

Animation is Kroger’s fresh creative medium to market, connect and differentiate. The Kroji (Kroger + emoji) animation features a loveable cast of characters to represent Kroger customers, associates and communities in an inclusive, relatable, optimistic and fun way.

Thoughtful Hosts – Living Kroger’s brand for exceptional customer experience

Kroger’s nearly half a million associates live its brand promise by helping make customers’ lives easier. No matter how someone shops, Kroger is committed to delivering fresh food at a fair price, simplifying customers’ shopping experiences and meaningfully giving back to its communities through Zero Hunger | Zero Waste, the brand’s bold social impact plan to end hunger in its communities and eliminate waste across the company by 2025.

Family of Companies – Same great banners, unified under Fresh for Everyone

Kroger’s 20+ retail banners across America will continue to operate under their existing names, incorporating the new brand attributes.

Advertising Campaign – Dialing it up

Kroger is launching a mass media campaign to amplify its new brand transformation. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.

The Kroger Family of Companies

As America’s grocer, our most urgent mission is to be here for our customers when they need us most, with open stores and openhearted hospitality. We’re taking proactive steps to protect the health and safety of our associates, customers and communities, including adjusted store operating hours, enhanced cleaning procedures, physical distancing precautions and?expanded associate benefits.

For more information about Kroger’s Sharing What We’ve Learned: A Blueprint for Businesses resource guide, visit here.