Fresh, as its name suggests, is all about catering. School catering provided by Cheshire East Council, to be precise. But faced with an increasingly competitive market, Fresh found it was lagging behind with a brand that was fairly well-established, but under-utilised. In culinary terms, it was white sliced bread – bland and uninteresting. It needed an injection of flavour, a little spice to make it more relevant, more consistent and better able to reflect the ideas and principles that Fresh actually stands for.
Thrive’s thinking was simple: Fresh brings more to school catering than just food. It works with schools in partnership, helping to educate children’s palates and parents about the importance of nutrition. Hence the new strapline: Catering with all the Right Ingredients. This acted as a springboard for a new look built around the brand that would then roll out across a range of materials.
It’s early days, but already we’ve helped galvanise the Fresh team, revitalising their efforts to grow their market share.