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    Fresh & Easy Launches Major Marketing Campaign

    Messaging centers on five pillars

    By Meg Major, EnsembleIQ

    Following its acquisition by Yucaipa Cos. in Nov. 2013 in a bankruptcy auction, El Segundo, Calif.-based Fresh & Easy is freshening up its image with a high-visibility marketing campaign inviting customers to rediscover the 167-store chain. As the first large-scale repositioning campaign from the company following the transfer of ownership, Fresh & Easy's new leadership is aiming to reinvigorate the Fresh & Easy brand and stores with relatable "anytime, anyway, anywhere" messaging touting healthy, convenient and affordable food.

    Comprised of radio, outdoor, digital and social media elements running in all markets, the mulit-platform campaign is centered on five pillars, including:

    • Affordable organics
    • Handmade in our kitchen
    • Delivered fresh daily
    • No hidden unpronounceables
    • Meal solutions

    “Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy,” said Mike Evans, who leads the company's marketing efforts. “We set out to make our stores and our brand fresher, easier and more relevant to modern consumers who are looking for healthy, convenient options.”

    Fresh & Easy operates 167 stores in Arizona, California and Nevada.

    By Meg Major, EnsembleIQ
    • About Meg Major Veteran supermarket industry journalist Meg Major brings a wealth of experience to her role as Chief Content Editor of Progressive Grocer. In addition to her editorial duties, Major also spearheads the retail food industry’s premier women’s leadership recognition platform, Top Women in Grocery. Follow her on Twitter at @Meg_Major, connect with her on LinkedIn at www.linkedin.com/in/megmajor, or email her at [email protected]

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