FreshCo Campaign Focuses on 'Fresh' Savings
FreshCo has unveiled a new national ad campaign designed to drive home the value of shopping its stores.
"That’s Fresh" spotlights the Empire Co. discount chain’s "fresh" approach to savings. The spot includes a disco-infused jingle that draws attention to the Canadian grocer’s low prices, with shoppers ultimately feeling no pain at the register. (Empire also owns several other grocery banners, including Sobeys, Thrifty Foods and Safeway.)
"The whole creative approach was sparked by a customer insight about how not having to compromise between great quality and great prices feels 'pretty fresh,'" Geoff Day, vice president marketing for community, discount and pharmacy at Empire Company Ltd., said in a media release.. "In discount, it’s been a sea of sameness around pricing. We wanted to really show how we bring value to our customers in different ways."
The campaign includes spots on TV and Connected TV, social media (YouTube, Meta and Pinterest), digital, search and out-of-home, programmatic, circulars, newsletters and in-store signage.
Because FreshCo and Chalo! FreshCo — the latter focusing more on South Asian fare — caters more toward multicultural populations, five other spots are available in Hinglish, Tagalog, Arabic, Mandarin and Cantonese.
The brand also is underscoring how fresh it is to shop Canadian as the trade war between the U.S. and Canada continues.
