• by Larissa Faw , December 10, 2014

Earlier this year, the Fresh & Easy grocery chain refreshed its brand and stores after a change in ownership. Now, the chain -- which operates 167 stores in Arizona, California and Nevada -- is introducing the "Smarter Market" campaign with ad agency Ignited.

The overall concept underscores the chain's ethos to save customers time by making fresh and natural food more available and affordable. However, this campaign is not just slogans and inserts.

Rather, Ignited is executing an integrated campaign that illustrates "creative modern convenience” through major store remodels and reintroductions to customers, and showcases new offerings, such as a hot food bar. Las Vegas serves as the test market, where the campaign runs through March 1.

The “Smarter Market” campaign is rolling out at staggered intervals. First, during the late summer, the campaign launched teaser clips followed by radio spots and experiential outreach that included food trucks. On November 17, out-of-home and digital media were introduced, and TV spots debuted December 8. In addition, Las Vegas radio stations hosted remote parties, on November 21 and 22, and December 5 and 6 to support re-openings + gift card giveaways, prizes and charity donations. Finally, 17 of 19 Las Vegas area stores are hosting ribbon-cutting ceremonies and store redesign unveilings.
The first TV spots can be viewed here. 

This multifaceted approach is designed to reach tens of thousands of Las Vegas customers, including new and former shoppers, to educate them that yesterday's Fresh & Easy is not today's store. Success will be measured through increased brand awareness and loyalty.

Fresh & Easy has worked with Ignited for two years.