Ignited Sparks a New Campaign with Grocer Fresh & Easy

By Shawn Paul Wood 

Los Angeles-based Ignited, whose clients range from entertainment to gaming and the U.S. Army, has launched a campaign with local grocer Fresh & Easy.

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.


Agency: Ignited

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