Kroger, the largest grocer in the United States and the second-largest retailer, named DDB New York its first-ever creative agency of record. The brand conducted a review to find an agency partner capable of servicing and elevating the Kroger brand, which encompasses 2,800 physical locations and 450,000 people. DDB New York will take on creative duties for the flagship company and the brands under its banner.

“DDB [has the] ability to navigate in complexity where we have an overarching brand, but that needs to come to life in local ways,” said Mandy Rassi, Kroger’s head of brand building. “We needed a partner that can simplify the complexity and has broad enough shoulders and bandwidth to match us.”

Read about Kroger and DDB New York’s new relationship in Adweek.