After 5 years of continued development, fresh & naked® have redesigned its packaging with a refreshed new look and feel that carries through to, advertising, website and social media.
The brand has been in its current look and feel for the past two years and has evolved on again from the redesign that occurred in 2013.
This summer the brand will be supported by its biggest ever above the line marketing activity with a strong advertising plan that covers London Underground, taxis, lifestyle food publications and social media, strengthening the unwashed lasts longer messaging, which has been ratified by research carried out in conjunction with Cranfield University
Commenting on the refresh – F&N Brand Principal, Anthony Gardiner
“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 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 brand is investing in its first out door campaign through June, with tube and taxis across central London, forming the first test of this form of activity for the brand in one of its core heartland territories.
The brand team have positively targeted F&N core customers through social media advertising over the past 2 years and this was seen as the next level in our evolution from a challenger to a mainstay brand. F&N customers are incredibly loyal and have strong attachment to the brand.
For more information please visit our new website www.freshandnaked.com or Contact Anthony Gardiner – Anthony.gardiner@gs-fresh.com / 01353 727392
About fresh & naked®
* Launched in 2010
* The UK’s first unwashed baby-leaf salad brand
* Owned by G’s Fresh, one of the UK’s leading fresh produce companies
* Comprises of 5 lines:
o Rocket 60g
o Lambs Lettuce 60g
o Baby Kale 60g (New Line launched May 2015)
o BIG Mix Little Leaves 90g (Spinach, Red Chard & Rocket)
o Baby Spinach 125g
* Listed with Tesco & Ocado
* Last redesign May 2013
Source: fresh & naked®
