Feb 28, 2019
2 minutes
Joe Fresh launches 'Free Your Fresh'
Feb 28, 2019
Canadian retailer Joe Fresh is entering Spring with the launch of 'Free Your Fresh.'
The new Spring 2019 advertising Campaign, launched this week, is inspired by the brand's heritage and speaks to its target clientele – busy fashion-conscious women.
The campaign, lead by Chief Creative Officer Hans Dorsinville, is light and playful and showcases the company’s every day fashion essentials in action.
Throughout the campaign, the aim was to "capture moments of joy" explained Lindsay Cook, Vice President of Marketing and Communications.
"Free Your Fresh" is more than just a campaign, it's an attitude, a state of mind and a reaffirmation of our core values that brings us back to our Joe Fresh roots," said Cook.
"The feeling evoked from this campaign will reinforce what long-time Joe Fresh fans love about the brand, the upbeat, happy energy, the endless bursts of colour, and the artful simplicity of the collections."
The campaign will span digital and social platforms, TV, and cinema screens across Canada.
The company currently offers a range of products for men and women including in extended sizes, as well as collections for kids. Most recently, it launched a baby collection dubbed 'Joe Fresh Sprout'.
Founded in 2006, Joe Fresh products are available in more than 1,450 retail locations across Canada including in over 350 Loblaw locations, 1,100 Shoppers Drugmart locations, 11 freestanding Joe Fresh stores and JoeFresh.com.
The brand is equally available internationally through local partners in the Philippines and the United States.
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