Fresh Express says its new “Express Yourself” campaign is a national, multi-platform brand initiative designed to celebrate individuality, spark creativity and reimagine salads as a personal canvas for self-expression.
The campaign rollout kicks off this spring across streaming TV, paid social and digital. Through a series of colorful videos and creator partnerships, Fresh Express is encouraging consumers to see salad not just as food but as a form of self-expression, according to a news release.
“With ‘Express Yourself,’ we’re inviting consumers to rediscover the joy of creating in the kitchen,” said Fabian Pereira, vice president of marketing and innovation for Fresh Express. “Our salads are more than fresh and convenient — they’re a way for people to showcase their personality through flavor. Whether it’s a classic Caesar or a bold Southwest, every bite becomes a creative act.”
The “Express Yourself” campaign’s creative phases include, according to the release:
- Social media advertisements — Vibrant, animated posts that capture attention and spark curiosity will feature colorful emojis and letters crafted from fresh greens, each uniquely representing an aspect of the “Express Yourself” story.
- Video series — The campaign teased with a visually rich anthem video celebrating creativity, connection and individuality through food. The video brings to life the spirit of self-expression with Fresh Express salads as the centerpiece — where every meal becomes an opportunity to showcase your personality, tastes and preferences.
- Engaging culinary content creators — The brand will spotlight some of the most creative and inspiring recipes, showcasing how salad greens can be a true reflection of individuality. Fresh Express will harness the talent of culinary creators and registered dietitians to push boundaries to craft bold and delicious recipes throughout the year.
- Consumer activation — To celebrate innovation and further fuel excitement for the new campaign, Fresh Express is hosting the “Express Yourself” Recipe Contest. Now through June 1, fans are challenged to craft their most unique and expressive recipes using Fresh Express salads and share their creations. One grand prize winner will receive a year’s worth of Fresh Express Salads, plus other prizes.
As the campaign continues through April and beyond, Fresh Express said it will keep the movement alive with fresh new content across its digital and social channels, showcasing influencer-driven recipes and seasonal challenges.
