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.