Fresh & Easy on Thursday unveiled a new marketing campaign positioning the chain as “a new kind of market” built around convenient and affordable healthy food for modern consumers.

The campaign will include radio, outdoor, digital and social media elements running in all markets and represents the first marketing message since the chain transferred to new ownership in November.

Officials said the campaign is centered on five “pillars” that differentiate the Fresh & Easy brand from competitors: Affordable organics (including the value priced Wild Oats private brand); “handmade” prepared foods; fresh foods delivered daily; no “unpronounceables” (products with artificial flavors, colors); and a wide range of meal solutions.

“Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy,” Mike Evans, Fresh & Easy’s head of marketing, said in a statement. “We set out to make our stores and our brand fresher, easier and more relevant to modern consumers who are looking for healthy, convenient options.” Fresh & Easy, with 157 stores in California, Arizona and Nevada was acquired by Yucaipa Cos. in a bankruptcy auction late last year.