Kroger shaking up its media solutions

Keshia Beadle
Senior Retail Analyst
@RetailAnalysis

Date : 09 July 2020

We bring you the latest media and marketing news from Kroger.

Advancing 'Fresh for Everyone' campaign

Kroger is partnering with an integrated media agency to support its 'Fresh for Everyone' campaign, which was launched last year. The brand transformation campaign aimed to bring Kroger's strategy to life and reinforce its food first credentials. The agency selected, Dentsu Aegis Network, will be responsible for media planning and buying across all media channels. This includes TV, print, radio, social and online video. The agency will also work with Kroger to evaluate sponsorships. Using Kroger's wealth of data, the agency will look at the customer holistically, aiming to understand consumer behaviour and motivators and use this to connect with customers in a compelling, modern way.

In-store broadcasting

From the 20th of July, Kroger will be handing control of its in-store audio over to Vibenomics, whose goal is to enrich the customer experience. Vibenomics will work with Kroger to deliver targeted ads and entertainment to shoppers. This will help support Kroger to generate new high margin revenue streams, leveraging its shopper data to brands and partners. The platform will allow advertisers to strategically target customers at the right moment, taking factors like local events and the weather into account.

New marketing officer

Stuart Aitken has been named as the new chief merchant and marketing officer, replacing Joe Grieshaber who is retiring. Aitken's is currently the CEO of 84.51° and senior vice president of the grocery chain's alternative business operations. By bringing marketing and merchandising together under one leader, Kroger aims to strengthen the brand promise of 'Fresh for Everyone'. Yael Cosset, current chief information officer and senior vice president will take over 84.51°, along with the alternative business unit. This remains a focus for Kroger, although this is one area that has been negatively affected by the COVID-19 pandemic. Nevertheless, Kroger is confident that this will be a major accelerator within the business in the future.

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