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Fresh & Easy Debuts First Ads

Fresh & Easy Neighborhood Market launched its first-ever advertising campaign last week after spending five months remerchandising stores and adding 1,000 new products. The ad campaign is built around the theme that Fresh &Easy keeps things simple, which it says enables it to sell better products at cheaper prices. The campaign also incorporates radio ads, featuring comments from

EL SEGUNDO, Calif. — Fresh & Easy Neighborhood Market launched its first-ever advertising campaign last week after spending five months remerchandising stores and adding 1,000 new products.

The ad campaign is built around the theme that Fresh &Easy keeps things simple, which it says enables it to sell better products at cheaper prices. The campaign also incorporates radio ads, featuring comments from actual shoppers talking about their Fresh & Easy experience.

Fresh & Easy, based here, is the U.S. division of United Kingdom-based Tesco, with 125 small-format stores operating in Southern California, Phoenix and Las Vegas.

According to an entry on the company's blog explaining the new campaign, “There's one recurring point we hear — you can't be both better and cheaper, as you're only a small store. And small stores are either more expensive (like specialty stores) or lesser quality (like dollar stores). Now that we've got 125 stores open, we can tackle this point head on.”

The company said it will use billboard and posters near its store locations, plus banner ads on the Internet and new in-store signage — all pointing out different ways the company keeps things simple to save consumers money.

One billboard says, “Sticker shock in a good way — 1,000 new low-priced products”; a poster reads, “Ingredients you can pronounce — prices that make you smile”; and an in-store sign reads, “Lowering our electric bills lowers your food bill. Our stores use 30% less energy than a typical supermarket.”

Fresh & Easy has utilized radio spots previously, mostly for special occasions like Mother's Day and primarily in Las Vegas and Phoenix, a chain spokesman told SN. However, with enough stores operating across Southern California, the chain can use radio and billboards more efficiently in all markets, he explained.

The 1,000 new items added over the last five months include more bulk fruit; approximately 200 more private-label items in cereals, beverages, frozen meals, bathroom tissue and beer; increased national brands, including Dryers ice cream, Oroweat bread and expanded selections in frozen, household, pet, and health and beauty supplies; more family packs in meat, household, pet supplies and cereals; plus more low-price alternatives to favorite brands.