Challenge: Evolve and modernize The Fresh Market’s brand to better reflect what today’s customer thinks of as “fresh.”
Insight: “I think of The Fresh Market for special meals and the special occasions not for my everyday food needs.”
Idea: Live deliciously.
Solution: Improve consumer perception and store shopability by increasing The Fresh Market’s “fresh” credentials without losing their specialty focus. Update and refresh their image from that Cracker Barrel-esque image to a bold, vibrant and lively brand that meets customer expectations.
Brand refresh successfully implemented at all 160 stores. Media carved out share of voice impressions from key competitors while driving people to the site and stores. Relaunched Store Media Drove 11,000 leads (Store locator visits and newsletter sign ups). Paid search ads drove 8000+ Google location clicks (user clicks to get direction to a store). Nearly half of new website visitors came from paid media search.
The Fresh Market
- Shopper Marketing