Fresh & Easy puts on a fresh face with new marketing campaign

Fresh & Easy is reintroducing itself to shoppers with a fresh new marketing campaign as the grocer embarks on life post-Tesco.

The campaign is designed to highlight Fresh & Easy's five pillars of differentiation: affordable organics, handmade prepared foods, fresh foods, free-from artificial ingredients and a wide range of meal solutions.

"Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy," said Mike Evans, 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."

Fresh & Easy opened its first U.S. store in November 2007 to much fanfare. The small format store featuring largely prepared foods was to mark Tesco's entry into North America and was positioned to compete with Trader Joe's.

But the U.K.-based grocer failed to connect with U.S. shoppers and, in September 2013, Tesco sold the division to an affiliate of Yucaipa Cos. controlled by Ron Burkle. Burkle was the largest shareholder in the Wild Oats Markets chain of natural food stores. The banner is controlled by Yucaipa today and supplies Wild Oats branded products to retailers including Meijer and Walmart (NYSE:WMT).  

When Yucaipa bought Fresh & Easy it was rumored that the chain would reopen as Wild Oats Markets. And while the selection of Wild Oats branded merchandise has expanded, Fresh & Easy is being re-introduced to shoppers under its original banner at 167 stores in Arizona, California and Nevada.


For more:
-See this Fresh & Easy press release
-See this FierceRetail story

Related stories:
Walmart plans LED lighting, organic foods rollout
Fresh & Easy bankruptcy filing furthers sale to Yucaipa Cos. 
Fresh & Easy to change hands in weeks, Keyes new CEO
Tesco sells Fresh & Easy for revived Wild Oats chain
Tesco finding sale of Fresh & Easy anything but easy

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