Kroger Selects McCann as New Creative Agency, Ending DDB Partnership

The supermarket giant seeks a fresh marketing approach to drive brand growth and customer engagement.

Published on Feb. 20, 2026

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Kroger U.S. has chosen McCann as its new creative agency of record, ending a six-year relationship with DDB New York. The move signals a shift in Kroger's marketing strategy as it aims to elevate the brand and drive business growth. McCann will be responsible for developing creative campaigns that leverage its 'Truth Well Told' philosophy to create 'meaningful, impactful work'.

Why it matters

The decision to switch agencies comes at a critical time for the grocery industry, which is facing increasing competition from online retailers, discount stores, and evolving consumer preferences. Effective marketing is essential for Kroger to attract and retain customers in this dynamic environment. The selection of McCann suggests Kroger is prioritizing a creative approach that resonates with both internal stakeholders and consumers.

The details

Kroger's total advertising expenditure is estimated at approximately $391 million, underscoring the importance of effective marketing in the highly competitive grocery retail landscape. The company's goal is to find a collaborator capable of not only articulating the brand's unique advantages but also inspiring its workforce and customer base. The transition from DDB to McCann keeps Kroger's advertising business within the Omnicom network, following Omnicom's acquisition of Interpublic Group (IPG), McCann's former parent company.

  • Kroger initially secured the DDB New York account in 2019, with the agency spearheading a rebrand that debuted at the end of that year.
  • Omnicom acquired Interpublic Group (IPG), McCann's former parent company, for $13.5 billion in December.

The players

McCann

An American advertising agency that has been selected as Kroger's new creative agency of record.

DDB New York

The advertising agency that previously held the Kroger creative account for six years, before the relationship concluded.

Kroger

A major American supermarket chain that operates over 2,700 stores under various banners, including Ralphs, Dillons, and Pay-Less Supermarket.

Amber Guild

The CEO of McCann New York, who stated that the agency is 'proud to be named U.S. Creative Agency of Record for Kroger' and intends to utilize its 'Truth Well Told philosophy' to create 'meaningful, impactful work'.

Omnicom

A global advertising and marketing communications holding company that acquired Interpublic Group (IPG), McCann's former parent company, for $13.5 billion in December.

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What they’re saying

“We are proud to be named U.S. Creative Agency of Record for Kroger and look forward to utilizing our Truth Well Told philosophy to create meaningful, impactful work.”

— Amber Guild, CEO of McCann New York (newsdirectory3.com)

What’s next

The success of the McCann-Kroger partnership will likely depend on McCann's ability to deliver on its promise of 'meaningful, impactful work' that drives Kroger's business goals forward. The coming months will be crucial in determining whether this agency switch translates into tangible results for the supermarket giant.

The takeaway

Kroger's decision to switch creative agencies from DDB New York to McCann reflects the grocery industry's need for effective marketing strategies to attract and retain customers in a highly competitive landscape. The selection of McCann suggests Kroger is prioritizing a creative approach that resonates with both internal stakeholders and consumers, as the company aims to differentiate itself and build stronger brand loyalty.