KROGER PRIVATE SELECTIOn | Case study

Private Label Branding

CHALLENGE

Kroger, a leading grocery store chain with 2,000+ locations wanted a premium store brand across several product lines. With supermarket store brands growing in popularity, the client sought to capitalize on its loyal shoppers retail experience by offering upscale specialty brand segments within a number of key categories including coffee, cheese, spices, cooking wines, vinegars, marinades, dry sauce mixes, cocoa, canned nuts and more.  Kennedy Creative was engaged to perform retail surveys and category audits then determine solutions for specialty product brand styles as well as the shopping experience strategy including brand recognition, customer acquisition, and brand group information hierarchy.

STRATEGIC SOLUTION

• A new set of brand style guides were developed and customized for 15+ categories and 1125 SKUs.

• Creation of a creative production strategy to manage design, editing, vetting and departmental approval process.

• A purchase decision tree strategy featured information architecture, in-store merchandising, group hierarchy arrangement, and brand messaging.

RESULT

The multi-month project created many new product lines under the updated premium brand program. New brand identity, style guides, information architecture structure, and segment and brand grouping strategy were derived from retail behavior research as well as the clients' business goals involving launch and competition with branded and existing house product lines. Kennedy Creative’s brand profile strategy is still impacting sales 12 years after the launch and the specialty brand identity continues to be prominently featured across several categories.