Fresh & Easy Private Brand Stars in New Marketing

Fresh & Easy relaunch

El Segundo, California based grocer Fresh & Easy is launching a full-scale marketing campaign inviting customers to discover an all-new Fresh & Easy. The move comes less than a year after announced transferring ownership from Tesco to YFE Holdings, the company Yucaipa established to do the deal. The relaunched, reinvigorated brand and its stores aim to be the anytime, anyway, anywhere solution for getting healthy, convenient and affordable food.

“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.”

The marketing campaign will include radio, outdoor, digital and social media elements running in all markets. The campaign is centered on Five Pillars (Which are wisely Private Brand Focused) that differentiate Fresh & Easy as new kind of market designed for modern consumers:

1) Affordable Organics
Everyone has the right to enjoy great tasting organic food at an affordable price. And with the launch of our Wild Oats brand, now you can replace your entire pantry with natural and affordable solutions.

2) Handmade in our Kitchen
All of our freshly prepared food is hand-picked, hand-chopped and handmade by our chefs in a kitchen just like yours – only bigger.

3) Delivered Fresh Daily
It’s about time your food got to the market the same day you did. Which is why we deliver our food at its peak freshness every single morning.

4) No Hidden Unpronounceables
If it has our name on it, you know for certain it has no artificial colors, flavors, or any other hidden nasties.

5) Meal Solutions
Whether you’re looking for a quick bite or a gourmet meal, we have hundreds of delicious prepared meals to satisfy any appetite.

“Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy,” said Mike Evans, Fresh & Easy’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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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.