FreshCo launches “That’s Fresh” campaign

FreshCo is putting “fresh” front and centre in its new national brand campaign.

“That’s Fresh” launches with a kitschy ad featuring a new jingle that calls attention to the grocery chain’s “fresh” approach to discount.

“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’,” said Geoff Day, VP of marketing for community, discount and pharmacy at Empire Company Ltd., in a press 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 is supported by out-of-home advertising, in-store signage, paid media and more.

Given the brand’s focus on multicultural audiences, five other adaptations of the spot are available in Hinglish, Tagalog, Arabic, Mandarin and Cantonese.

Watch FreshCo’s “That’s Fresh” ad below: