Photo source: ADWEEK
The American grocery chain The Kroger Company has appointed McCann as its creative agency responsible for the U.S. market, as confirmed to ADWEEK. The move represents a strategically significant business decision for one of the largest retail systems in the United States, whose total advertising spend is estimated at approximately $391 million, according to COMvergence data.
Kroger operates more than 2,700 stores under over a dozen different banners, including chains such as Ralphs, Dillons, and Pay-Less Super Markets. It has not yet been specified whether McCann will handle communications for all brands within the group or only selected business segments.
“We are proud to be named the U.S. creative agency for Kroger, an iconic brand known for its strong commitment to its associates, customers and communities,” said Amber Guild, CEO of McCann New York. “We look forward to applying our Truth Well Told philosophy to develop relevant and impactful work that will further strengthen Kroger’s position in the minds of consumers, while building long-term brand value and driving business growth.”
The previous creative partner, DDB New York, was appointed as Kroger’s first creative agency in 2019 and led the company’s rebrand later that year. With the new appointment, Kroger transitions to McCann following a competitive pitch process, according to sources familiar with the project.
The company stated that its goal was to find a partner capable of clearly articulating the Kroger brand’s differentiation while also inspiring internal teams and customers.
“Our ambition was to find a collaborator who could help us articulate the distinct advantage of the Kroger brand while inspiring our associates and customers,” a company spokesperson said. “McCann demonstrated a strong strategic foundation and great energy from the very beginning. Together, we are launching a new brand platform and creative initiatives that will support our business objectives.”
Notably, the agency change comes amid broader industry consolidation. After the holding company Omnicom Group completed its $13.5 billion acquisition of IPG, McCann’s former parent company, in December, the DDB brand was retired and integrated into the TBWA network. As a result, despite the agency shift, Kroger remains within the Omnicom umbrella.
This move comes at a time when the retail sector is investing more heavily in brand differentiation, retail media, and precision audience targeting, with Kroger’s new creative platform expected to play a key role in strengthening the company’s market position.
