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Fresh & Easy launches new marketing campaign

Fresh & Easy on Thursday unveiled a new marketing campaign positioning the chain as “a new kind of market” built around convenient and affordable healthy food for modern consumers.

Jon Springer, Executive Editor

June 19, 2014

1 Min Read
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Fresh & Easy on Thursday unveiled a new marketing campaign positioning the chain as “a new kind of market” built around convenient and affordable healthy food for modern consumers.

The campaign will include radio, outdoor, digital and social media elements running in all markets and represents the first marketing message since the chain transferred to new ownership in November.

Officials said the campaign is centered on five “pillars” that differentiate the Fresh & Easy brand from competitors: Affordable organics (including the value priced Wild Oats private brand); “handmade” prepared foods; fresh foods delivered daily; no “unpronounceables” (products with artificial flavors, colors); and a wide range of meal solutions.

“Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy,” Mike Evans, Fresh & Easy’s head of marketing, said in a statement. “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, with 157 stores in California, Arizona and Nevada was acquired by Yucaipa Cos. in a bankruptcy auction late last year.

 

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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