In its reintroduction to the market, Yucaipa-owned Fresh & Easy Neighborhood Market is relying on value-added, organic and fresh departments to win over consumers.
The company launched a new campaign in mid-June with a “reinvigorated brand” with the goal of “being the anytime-anyway-anywhere solution for getting healthy, convenient and affordable food.”
Fresh & Easy plans to use radio, outdoor, digital and social media outlets for the “It’s About Time” campaign centered on five key areas:
- Handmade in our Kitchen fresh prepared foods
- Delivered Fresh Daily
- No Hidden Unpronounceables
- Meal Solutions
The campaign is reflected in Fresh & Easy’s produce department in several ways, said spokesman Brendan Wonnacott.
“Shoppers are seeing greater numbers of organic produce items, as well as expansions of value-added produce items — a line we call Ready to Cook,” he said. “Items include Couscous Stuffed Peppers, Stuffed Portabellas and Veggie Kabobs.”
Fresh & Easy Neighborhood Market emerged from acquisition by Los Angeles-based Yucaipa Cos. in November with 167 stores in Arizona, California and Nevada.