After five years of continued development, fresh & naked® has been redesigned and given a refreshed new look and feel that will carry through to a new advertising campaign, as well as across the brand’s website and on social media
Owned by G’s Fresh, one of the UK’s leading fresh produce companies, and launched in 2010 as the UK’s first unwashed baby-leaf salad brand, fresh & naked® is listed with Tesco and Ocado and underwent a previous redesign in 2013.
Its latest incarnation will be supported by the biggest ever above-the-line marketing push for the range that comprises five lines: Rocket (60g); Lambs Lettuce (60g); Baby Kale (60g – a new line launched this month); BIG Mix Little Leaves (90g – featuring spinach, red chard and rocket); and Baby Spinach (125g).
Commenting on the refreshed packaging, fresh & naked brand principal, Anthony Gardiner, says: “Talking to our loyal customers helped us clarify the key values that make the brand special. We decided to simplify the messaging to key big themes and make the leaves inside the bag much more visible than we have historically. The paper laminate bag is synonymous with fresh & naked and customers told us this was sacrosanct.
“We also wanted to strengthen the brand identity and logo recognition on the front of the pack, making the branding much stronger while retaining the strong colour branding that we pioneered in UK produce when the brand was originally introduced in 2010.”
The fresh & naked® offer has made a huge impact on the category since its launch, adds Gardiner. “Sales are now six times the volume of the products the range replaced in 2010. The unwashed position is clearly beneficial to customers as we get regular positive feedback from customers about the performance of the leaves. Overall, the brand adds theatre to the category in-store and allows a level of personality that is more difficult to achieve with own label produce,” he says.
To move that growth along even further, G’s is investing in the first outdoor advertising campaign for the brand through June and the focus on central London activity represents the first test of this form of activity for the brand in one of its heartland territories. An extensive advertising plan will cover the London Underground, black cabs, lifestyle food publications and social media, strengthening the core message that “unwashed lasts longer”, which has been ratified by research carried out in conjunction with Cranfield University.
Visitors to the London Produce Show & Conference in June will be able to see the London Underground fresh & naked® adverts if they arrive at the Grosvenor House venue on Park Lane via its closest tube station, Marble Arch – deliberately chosen to complement G’s presence at the event.
The new look and feel will not stray away from the messaging that the fresh & naked® brand team has targeted core customers with through social media advertising over the last two years. “This is the next level in our evolution from a challenger to a mainstay brand,” says Gardiner. “fresh & naked® customers are incredibly loyal and have strong attachment to the brand.”
See a short video highlights package of G’s London campaign here.