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Gen-X, Millennial Media Opps: Kroger releases new brand logo amid spend increases (Score 58)

called the new logo its "Fresh Cart," and it is intended to show its commitment to making fresh food accessible. Kroger worked with its creative AOR DDB New York on the new icon. Kroger may ad some extra dollars to its marketing budget to promote the new imagery, so sellers should contact this company to offer ad space. 

According to iSpot, Kroger spent around $8.7m on national TV ads YTD, a big jump from $1.8m spent in this channel during the same time period of 2020. Full-year spend equaled $1.8m in 2019 and $3.8m in 2020. This year, it placed ads during programming such as "Judge Judy," "Dr. Phil," "Wheel of Fortune," "Daily Blast Live" and "Today With Hoda & Jenna." 

Magellan estimates Kroger placed about eight podcast ads over the last year. 

Per Pathmatics, Kroger earned 5.7b impressions YTD through Facebook ads (71%), desktop display ads (10%), Instagram ads (10%), desktop video ads (8%), Twitter ads (1%) and mobile display ads (1%). It placed the majority (96%) of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, ajc.com and twitter.com. It placed the remainder (4%) through a variety of indirect channels onto sties such as yahoo.com, realtor.com, finance.yahoo.com, ebay.com and cnn.com. It spent around $48.3m on digital display ads YTD, a little more than double the $22.3m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $13m in 2019 to $40.2m in 2020. 

Sellers-- Kroger's target audience consists primarily of Gen-X and millennial women, or moms, as women are the primary shopper for many families. It reaches these demographics through digital display and national TV ads. Kroger has been aggressively increasing spend in both of these channels for a couple of years and it shows no signs of slowing down anytime soon. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should start reaching out to Kroger to offer ad space. 

Agency & martech readers-- Kroger currently works with integrated media AOR summer, and we have not seen any roster changes since. You might consider reaching out to see if any of its business is available, but Kroger is likely taken care of for now.