FreshCo taps a kitschy disco groove in service of value
March 26, 2025FreshCo continues to double down on value, but this time with a kitschy retro approach.
The low-cost supermarket alternative’s 60-second and 30-second hero spots, by agency partners Juliet and Balmoral, feature a polyester-clad disco duo crooning a “That’s Fresh” earworm and engaging with shoppers while showcasing a variety of aisles and offerings.
“Fresh off a new look and feel, we wanted to reintroduce ourselves in a way that was unexpected, fun, and totally ownable,” says Geoff Day, VP of marketing for community, discount and pharmacy at parent company Empire. “Their look, sound and feel nod to iconic musical duos of the past, tapping into a cross-generational love of all things nostalgic while still feeling fresh and grounded in today.”
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