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 Tesco debuted its “Fresh & Easy Neighborhood Market” venture in the United States with the opening of six stores in Los Angeles, Orange, Riverside and San Bernardino counties and continues with an extensive roll out of additional stores in San Diego, Phoenix and Las Vegas. Altogether, 30 stores are set to launch by the end of 2007. The effort required not only logistic plans to open physical stores, but also required engaging three top agencies to take on the mammoth design project and make the launch a success.
From day one Tesco began tapping the expertise of agencies on both sides of the Atlantic. UK brand consultancy Pemberton and Whitefoord (P&W) and communications agency Deutsch Los Angeles and retail design agency Schorleaf were brought in more than 18 months ago to work on the project. Once everyone was engaged, the firms worked together to create a brand launch that addressed communication touch points that included everything from brand identity to store design and even building a 10,000sf “mock-up” test store.
“The world-class talents of P&W, Schorleaf and Deutsch LA have been critical in the development of the Fresh & Easy brand and given the tremendous scope of this effort, the three-way collaboration has been truly remarkable,” said Simon Uwins, Chief Marketing Officer, Fresh & Easy Neighborhood Market, “The Fresh & Easy format is designed to draw customers back to their local neighborhoods, providing them with fresh, wholesome food at affordable prices.”
With a launch of an entirely new shopping experience comes a whole new set of grocery products. P&W designed packaging for 600 grocery SKUs across 70 product families, while Deutsch LA developed packaging for fresh and frozen items.
“This has been a tremendous opportunity and challenge for P&W. The Fresh & Easy look is entirely different to that of Tesco in the UK and at the same time it stands out very clearly from the American category norms,” said P&W Partner Adrian Whitefoord. “We are really proud of the creative work we have produced despite working to tight deadlines on a huge volume of different packs.”
P&W is currently the UK’s fastest growing independent branding agency and has worked on the Tesco UK roster for two decades. It has won over 30 international design awards, including work for Tesco, and has worked globally on projects from Japan to the US.
www.freshandeasy.com
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