The New Fresh & Easy Sets Five Pillars

EL SEGUNDO, Calif. -- Now under new ownership, Fresh & Easy is freshening up its image with the launch of a high-visibility marketing campaign inviting customers to rediscover the 167-store chain.

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

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

The company's new leadership is aiming to reinvigorate the Fresh & Easy brand and its stores as the "anytime, anyway, anywhere solution for getting healthy, convenient and affordable food."

“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.”

This marks the first large-scale repositioning campaign from the company following the transfer of ownership. Fresh & Easy was acquired by Yucaipa Cos. in November in a bankruptcy auction. The chain was formerly owned by Tesco plc. 

Campaign materials can be seen at itsabouttime.freshandeasy.com

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