Fresh, the specialist in fresh products
Rooted in the Prosol ecosystem (Grand Frais, mon-marché.fr, La Boulangerie du Marché), reveals alongside its partner agency Insign its very first brand advertising campaign.
A new milestone in a long-term collaboration:
For 8 years, Insign has been supporting Fresh in shaping its identity, from its brand platform to its in-store engagement.
A campaign based on pleasure... and making a difference
In a landscape where specialized retail is ramping up advertising investments, Fresh asserts its identity without resorting to the usual industry codes. Steering clear of price-focused narratives, the brand and its agency have made a different bet: putting pleasure at the heart of the shopping and consumption experience.
This message is built on two pillars of Fresh's DNA:
Pleasure
An unconventional tone
This aligns with a strategic vision carried for several years by Fresh and Insign: to position the brand as the hedonistic player in specialized retail, the one that reignites the joy of shopping as well as shared moments of cooking.
We envisioned this campaign with the desire to spotlight the unique connection that unites us with our customers: our passion for flavorful products. A passion that turns shopping at Fresh into a real addiction.
Téo Julien Sénéor, Marketing and Communication Director, Prosol
For this first brand-wide advertising statement, we wanted to capture the very essence of Fresh: a bold taste for culinary pleasure, celebrated daily. A campaign that's unique and sincere, just like the brand.
Franck Luminier, Creative Director, Insign
A campaign on the biggest platforms
Designed as a natural extension of the brand platform, this first advertising campaign will run from May 19 for six weeks on TF1+, M6+, YouTube, Prime Video, and in cinemas.
Deployed with a localized media strategy, it adapts to Fresh's areas of operation to reach customers as directly as possible.
Directed by Édouard Le Scouarnec and produced by Players, this series of three 25-second films — The Frisée, The Cabbage, The Blue — celebrates the French passion for quality products and the joy of good eating. A cheerful, bold, and approachable tone that fully embodies the brand's values.
"You won't stop loving what's good. Fresh, savor the pleasure" invites you to experience the unique charm of Fresh stores, discover the quality and freshness of their products... and keep coming back for more.
