Fresh & Easy

KEY INSIGHT: Consumers were confused about the Fresh & Easy brand.ACTIVATION: The retailer and its agency reintroduced the brand, focusing on health and convenience. A “Smarter Market” concept features 17 redesigned stores in Las Vegas.

Retailer testing new format that emphasizes health and convenience

RETAILER: Fresh & EasyBRAND: Wild OatsACTIVATION: The grocery chain launched a rebranding campaign built around shopper convenience and affordable, high-quality organic and fresh foods. It introduced products from Wild Oats as part of the program.

Revitalized grocery chain says 'It's About Time' and strikes a healthy partnership

Tesco announced this week that it will sell 150 of its Fresh & Easy stores and its Riverside, CA, distribution center to private equity firm Yucaipa Companies.The U.K.-based retailer said it will close the other 50 stores in the small-format grocery chain in the next few weeks but will continue to