Tesco is hoping to make its mark in the US, as it today officially launches its venture Fresh & Easy Neighbourhood Market, with concepts, branding and advertising by an Anglo-American trio of consultancies.
UK packaging and branding group Pemberton & Whitefoord has developed about 600 packs across 70 product ranges for the Fresh & Easy brand, which will feature pre-packed goods and products, understood to be an ‘innovation’ in the US.
Shorleaf, a US retail consultancy, has devised the convenience format, which will be rolled out across six stores in California, followed by sites in San Diego, Phoenix and Las Vegas.
At least 30 stores are expected to launch by the end of 2007.
The Fresh & Easy Neighborhood Markets will be about 930m2 – smaller than traditional supermarkets – with the aim of giving customers a faster, easier shopping experience.
Store locations, previously underserved by bigger, out-of-town supermarkets, have been chosen to ‘reduce travel time and create ease-of-access for customers’. Such sites do not require complex planning permission.
Advertising agency Deutsch LA has created a campaign to boost consumer awareness.
P&W, which is rostered to Tesco UK, has worked with the supermarket giant for about 20 years, working on projects such as branding for the Tesco Finest range.