Kroger is rebranding with a new logo and slogan


·         A day after it met with investors in New York, Kroger unveils a new logo and tagline.

·         The company says it will keep the names of its local banners, like Ralphs, but wants a universal slogan to tie everything together.


Lauren Thomas, CNBC

Nov 6, 2019


Kroger is getting a new look with a fresh logo and a universal slogan it plans to use across all of its brands.


The grocery chain, which also owns Ralphs, Fry’s, Harris Teeter, Fred Meyer, and more than a dozen other banners that sell food and home goods, announced Wednesday that its new tagline is “Fresh for Everyone.” Previously, it didn’t have one.


It says it will launch a mass media campaign, including in stores, on TV, radio, social media, podcasts and billboards, using its new branding. It also says, to celebrate the launch, it will offer shoppers free grocery pickup through Jan. 1. Normally, there is a $4.95 fee.


The company declined to say how much it will spend on the rollout and advertising blitz but said Kroger has always had a “fairly significant marketing and media budget.”


“We found fresh is a real point of difference for us,” Kroger’s vice president of marketing, Mandy Rassi, told CNBC in an interview. She said the changes have been in the works for more than a year.


“We are not changing the names on the [individual] banners,” Rassi said. “That said, there is a benefit that comes with scale ... with a broader narrative.”


The announcement comes one day after the grocery company held an investor meeting in New York, giving 2020 profit and comparable sales expectations ahead of analysts’ estimates. Its shares on Tuesday shot up more than 11% on the news. Kroger’s stock...


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