Farm Boy Campaigns With a ‘Fresh Twist’
Farm Boy has launched a new brand platform designed to reimagine grocery shopping as a fun experience rather than a chore.
The “A Farm Boy Fresh Twist” concept is part of the Empire Co.-owned grocer’s revamped masterbrand strategy. The 360-campaign hits all customer touchpoints and emphasizes what makes shopping at Farm Boy so different.
The campaign includes:
- In-store experiences and displays that showcase fresh innovations, new products (particularly locally crafted and private label) and standout merchandising;
- A hero video (viewable below) featuring “superfans” discussing what makes shopping at Farm Boy so unique; and
- A focus on quality, value and an engaging shopping experience — ensuring every visit feels effortless, enjoyable and uniquely Farm Boy.
“[The concept is] a way to articulate to our teammates and to our customers and to everybody that comes into our stores what we do and what we stand for,” Shawn Linton, Farm Boy president and general manager, told sister publication Canadian Grocer in a recent interview.
The Ontario-based grocer has more than 50 locations across the province. Empire (parent company of Sobeys) acquired the chain in 2018, letting Farm Boy operate as an independent business. Empire has since converted a handful of Sobeys and Urban Fresh banners to the Farm Boy format.
Farm Boy opened a store featuring the new concept in Toronto’s Leaside neighborhood last December.
