FRESHCHOICETHAT'S SHOPPING DIFFERENT

For many New Zealanders, it doesn’t matter if the logo on your local supermarket is green or red or yellow, you’re ultimately getting the same shopping experience. However, in FreshChoice we saw an opportunity to do something different. That’s because every store really is a little different, with its own unique relationship between its store owner and their customers.

We set out to transform FreshChoice from a price and product supermarket to a contemporary Kiwi challenger brand that gives New Zealanders a refreshing, local alternative to the ‘big three’.

Starting with the existing framework of the brand, we built a renewed strategy, evolved the visual identity, and developed the ‘That’s Shopping Different’ Creative Platform, to reposition FreshChoice right through all cross-channel comms and promotional executions. Showing Kiwis that there’s one supermarket who’s here to do things different.