A fresh take

↳ Context

Today's retail and grocery market is saturated with legacy players focusing their messaging almost entirely on purchasing power and price wars. Yet, in a landscape dominated by rational pitches, a major consumer expectation remains untapped: the sheer joy of eating well. Fresh, a supermarket chain specializing in fresh produce, wanted to capitalize on this angle and boost brand awareness by leaning into its foodie, welcoming identity.

↳ Challenges

To design a unique brand platform and voice that positions Fresh as the go-to brand for quality and culinary enjoyment in the fresh food sector, while building long-term brand preference among the general public.

↳ Strategy

Insign repositioned Fresh as the ultimate foodie brand that puts enjoyment back at the center of the table. By leveraging the brand's strengths—the expertise of its teams, the freshness and quality of its products, and an elevated in-store experience—we built brand preference rooted in good food and great company.

Creative approach :

Highlighting a uniquely French insight: our obsession with meals—specifically, "talking about dinner during lunch"—and developing a series of comedy-style ad spots featuring characters so obsessed with great food that they lose all focus the moment eating is mentioned.

The main tagline: "Get a taste for pleasure," inviting customers to experience the Fresh difference and keep coming back.