Supermarket FreshCo Rolls Out the Green Carpet in Musical Spot

Whether that’s the thrill of a deal in aisle six, or an earworm of a retro tune in six languages, FreshCo is putting that fresh feeling front and centre. The grocery retailer has just rolled out the green carpet on a major new national brand campaign that leans into kitschy fun and retro vibes. Customers will see it brought to life in-store and in many other FreshCo and Chalo! FreshCo touchpoints.

“The whole creative approach was sparked by a customer insight about how not having to compromise between great quality and great prices feels ‘pretty fresh’,” said Geoff Day, VP marketing for community, discount and pharmacy at Empire Company Ltd. “In discount, it’s been a sea of sameness around pricing. We wanted to really show how we bring value to our customers in different ways.”

Given the brand’s longstanding focus on serving multicultural audiences, five other distinct adaptions of the spots in Hinglish, Tagalog, Arabic, Mandarin and Cantonese are available.

The campaign is supported by national paid media running through early April on TV and Connected TV, OLV/social cutdowns (YouTube, Meta), digital, search and OOH (Union Station, static and digital posters, transit shelters). In multicultural media, it’s running in programmatic, on OTT/CTV and on social (YouTube, Meta, Pinterest). The campaign is also featured on many other channels including flyers and extensive in-store signage.

The overall creative strategy was led by Juliet while Balmoral led multicultural creative and adaptations. UM led mainstream media while Balmoral led the multicultural media. North Strategic handled PR.