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Parents Media Opps: Kroger launches first work from new AOR amid spending increases

DDB, complete with a new tagline and logo, animated characters and a marketing campaign. The campaign, "Fresh for Everyone," consists of national TV, in-store elements, radio, digital, print, social media, podcasts and OOH media. The 30-second spot also has a Hispanic counterpart.

The campaign comes as Kroger faces fierce grocery competition from Walmart, both of which offer more than just groceries. Kroger has been standing its ground, though; the company commanded 16% market share of the supermarket category in 2018, a slight rise from its 14% share in 2013, per Euromonitor. Last year, Kroger generated $121.2 billion in annual sales, per AdAge.

Kroger also launched a new

According to iSpot, YTD national TV spend of $4.7 million has targeted a variety of audiences. This has more than doubled the $1.9 million spent in the same 2018 timeframe; full 2018 spend increased to $3.4 million from $1.3 million. Since TV spend often spikes so much during late Q4, we should see spend continue throughout the rest of the year.

Within the past 12 months, Adbeat reports that Kroger has spent $19.7 million on digital display adverts placed primarily programmatically via Google ($16.8 million) on sites such as dictionary.com ($871,000), ajc.com, littlethings.com and thesaurus.com. Again, spend here is increasing; this has more than tripled the $5.6 million spent during the prior 12-month period (Nov 2017-2018).

Along with national TV, radio, digital, print, social media and OOH, Kroger uses cause marketing through its Zero Hunger, Zero Waste initiative. The company tends to target millennials, Gen-X and boomers, especially parents. 

Kroger is still boosting Restock Kroger, which was designed to improve customer experience, along with its e-Commerce business.

Agency & martech readers - Kroger moved its creative account from being in-house to DDB earlier this year; other shifts may still be possible, even though it came off our VAI in October. Your competition will include Kroger subsidiary the community (since 2015).