In its reintroduction to the market, Yucaipa-owned Fresh & Easy Neighborhood Market is relying on value-added, organic and fresh departments to win over consumers.

Fresh & Easy launches fresh campaignThe company launched a new campaign in mid-June with a “reinvigorated brand” with the goal of “being the anytime-anyway-anywhere solution for getting healthy, convenient and affordable food.”

Fresh & Easy plans to use radio, outdoor, digital and social media outlets for the “It’s About Time” campaign centered on five key areas:

Affordable Organics

  • Handmade in our Kitchen fresh prepared foods
  • Delivered Fresh Daily
  • No Hidden Unpronounceables
  • Meal Solutions

The campaign is reflected in Fresh & Easy’s produce department in several ways, said spokesman Brendan Wonnacott.

“Shoppers are seeing greater numbers of organic produce items, as well as expansions of value-added produce items — a line we call Ready to Cook,” he said. “Items include Couscous Stuffed Peppers, Stuffed Portabellas and Veggie Kabobs.”

Fresh & Easy Neighborhood Market emerged from acquisition by Los Angeles-based Yucaipa Cos. in November with 167 stores in Arizona, California and Nevada.