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Description: 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