Ignited’s chief mission for the grocer was initially to “save the brand so they could sell the brand.” They did so with a wildly successful and particularly randy jingle that got everyone in town interested…and Tesco sold Fresh & Easy to The Yucaipa Companies LLC as a result.
Ignited wants to rekindle that success with a new campaign: “It’s about time!”
Here’s one spot warning against those “hidden nasties” you might just find in another market’s products:
More clips and details after the jump.
Bro doesn’t know how to break an egg:
They do daily deliveries:
They moonwalk down the aisles just like you:
…and they have a solid manifesto:
Ignited plans for heavy radio, video, social, in-store and out-of-home (billboard/bus shelter/digital insert). “It’s about time” will run across Arizona, California, and Nevada.
Client: Fresh and Easy
Campaign: It’s About Time
Creative Director: Noel Woolfolk
Senior Art Director: Jeremy Carson
Associate Creative Director: Karin Djelaj
Senior Copywriter: Dan Elmslie
Producer : Sam Helphand
- Saatchi & Saatchi, Sydney Brings Out the 'Bad in Dad' for Toyota
- TBWA/Chiat Day Taps Bret Michaels in 'Tough Love' for Nissan
- GSD&M Talks Protection for Radio Shack
- Droga5 Inspires for Under Armour