Kroger - Chefbot How-to
Kroger—the largest supermarket chain in the US—and DDB New York approached Hornet director César Pelizer to aid in the launch of a massive company rebrand. The goal was to solidify their branding and tell a more cohesive and inclusive story about their commitment to food that’s “Fresh for Everyone.” To do so, they needed to create a look and feel that wasn't just ownable and original, but also emblematic of the diversity of Kroger's millions of customers.
The 100-plus unique character designs César and co. subsequently produced was nothing short of staggering, both in scope and originality.
The 30-second TV spot is contagiously fun. And the countless in-store, out-of-home, and social media assets showcase a sweeping ability to unify the Kroger brand with characters that are relatable, inviting, and fun.
For more than two decades, Hornet has fervently channeled the fabric of dreams - grand and modest, enigmatic and enchanting. We see dreams as ambition and aspiration, as they power our ability to inspire, challenge, and elevate.
Our mission is to create vibrant stories, sparked by dreams — a mosaic of imagination and originality into one-of-a-kind experiences for our collaborators and friends on this creative journey.
