Fresh
Boost the brand awareness of Prosol Group's fresh produce line
Brand
Food
#strategy #Branding #Digital #SocialMedia #Creation
↳ Context
Insign has been partnering with the very first store since 2017, the brand Fresh, a specialist in fresh products from the Prosol group (Grand Frais, Mon-marché.fr, Banco fresco, Biofrais). As a true local store, Fresh brings together all fresh product departments (fruits & vegetables, meat & deli, fish, cheese, dairy, and catering) in a self-service format. The brand now boasts over 60 stores across France, with plans for significant growth in the coming years by carefully selecting store locations based on local needs. The aim remains consistent: dedicate 500 m² to quality and freshness, delivering the best taste with the best value.
↳ Challenge
Supporting the hyper-growth of the Fresh brand and creating a strong, unique identity within the Prosol brand ecosystem.
↳ Strategy
A team is dedicated to the daily operational needs of the brand, tackling the challenge of its rapid expansion.
Since 2017, Insign has focused on:
> the foundational elements of the brand platform with a proprietary method
> establishing a design system, the secret recipe for efficiency and consistency, to automate the work process and production costs
> comprehensive communications for store openings and commercial animation plans
↳ An advertising saga of 3 TV films to boost the brand's awareness. A campaign founded on enjoyment... and distinction in a context where specialized retail is doubling its advertising investments, Fresh asserts its identity without using the sector's usual codes. Instead of focusing on price, we've suggested a different approach: putting pleasure at the heart of the shopping and consumption experience.
↳ Achievements
Brand Platform
Revamping the communication landscape with a distinctive, strong, and assertive tone, along with an iconographic approach focused on taste and enjoyment.
Store opening deployment kits and related signage
Annual promotional events both indoors and outdoors
Store display storytelling and POS marketing
A TV ad saga consisting of 3 films
After 4 years of working with Fresh, we've been able to offer the brand both strategic and highly hands-on support in this fresh produce industry, which demands constant responsiveness. It's a fascinating project that requires us to heavily hybridize and involve numerous expertise areas within the agency. Our Brand Framework and Deployment method allowed us, in just 3 short months, to get all internal teams aligned with the new brand platform and to implement it in the new store openings in fall 2021.
Agnes Peyroulx,
Associate Director
