McCann Wins Kroger’s US Creative Business

Kroger U.S. has named McCann as its creative agency of record, the agency confirmed to ADWEEK.

The grocery retailer is one of over a dozen banners owned by The Kroger Company, which operates more than 2,700 stores including the Ralph’s, Dillon’s, and Pay-Less Supermarket chains. It wasn’t immediately clear whether McCann will be handling all brands and banners beneath The Kroger Company.

“We are proud to be named U.S. creative Agency of Record for Kroger, an iconic brand known for its deep commitment to its people, customers and communities,” Amber Guild, CEO of McCann New York, said in a statement. “We look forward to leveraging our Truth Well Told philosophy to develop meaningful, impactful work that elevates Kroger in the hearts and minds of its customers, while driving enduring brand value and strong business growth.”

DDB New York was named Kroger’s first creative agency of record in 2019, and handled a rebrand for the company that debuted at the end of the year.

The Kroger Company‘s total ad spend is roughly $391 million, according to COMvergence.

“Our ambition was to find a collaborator who could help us articulate the distinct advantage of the Kroger brand while inspiring associates and customers,” a Kroger spokesperson said in a statement. “McCann brought both a powerful strategic foundation and wonderful energy from the very beginning. Together, we are excited to launch a new brand platform and creative work that drives our business goals forward.”

Kroger’s move from DDB to McCann keeps the agency underneath the Omnicom umbrella, after the holding company completed its $13.5 billion acquisition of McCann’s former parent, IPG, in December. At the time, Omnicom retired the DDB brand and merged it under the TBWA network.

McCann declined to share whether the assignment was won in a competitive pitch.