Fresh & Easy, the US unit of Tesco, plans to launch its first “brand campaign” with the aim of introducing Fresh & Easy on a “much wider scale” to the markets it serves, a spokesperson for the company told just-food.
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The campaign will launch this month and include radio ads, billboards and bus ads as well as increased in-store communication, the spokesperson revealed.
“From the beginning we’ve seen an incredible response to our staff, stores and products. Our early stores quickly developed a group of amazingly passionate loyal customers, and as we continued to expand we saw this same trend in every neighbourhood.
“Now, more than 126 stores and nearly two years later, we have hit the point where it makes sense – financially and brand wise – to undertake such a large effort. For example, in a large market like Los Angeles, it didn’t make financial sense to advertise large scale on the radio when we only had a handful of stores,” the spokesperson said.
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