Fresh & Easy Neighborhood Market, the US grocery store chain formerly owned by UK retailer Tesco, is undergoing a marketing campaign for its relaunch.
The chain was offloaded by Tesco in November last year, snapped up by Ron Burkle's Yucaipa Companies after Fresh & Easy was placed into bankruptcy.
Seven months on, and the chain is this week launching a full-scale marketing campaign inviting customers to discover an all-new Fresh & Easy.
'Since transferring to new ownership in November, the company has reinvigorated the brand and its stores with the aim of being the anytime, anyway, anywhere solution for getting healthy, convenient and affordable food,' a statement read.
The new marketing campaign will include radio, outdoor, digital and social media elements running throughout all markets, centering on the so-called Five Pillars that differentiate Fresh & Easy as new kind of market designed for modern consumers:
- 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, the retailer's head of marketing. “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.”
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