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ORLANDO, FL - A comprehensive campaign is fueling excitement in the produce department while reshaping the way consumers view and experience the salad category. Supporting its recent rebrand, Fresh Express is seeking to inspire shoppers with its new Express Yourself initiative.
“The overall goal of the Express Yourself campaign is to inspire consumers to see salad not just as a side, but as a form of self-expression,” explained Fabian Pereira, Vice President of Marketing and Innovation. “This campaign aims to communicate that, with Fresh Express Salad Kits, anyone can bring their personal taste, creativity, and lifestyle to the plate effortlessly. Whether it’s bold flavors, crunchy textures, or convenience without compromise, Express Yourself encourages consumers to make every salad uniquely theirs. The message is simple: Salad should reflect you—your mood, your flavor cravings, and your way of enjoying life’s fresh moments.”
The Express Yourself campaign is built around key elements to engage shoppers emotionally and drive purchase intent through personalization, inspiration, and convenience. Together, these elements create an emotional and practical connection with consumers, encouraging trial, repeat purchases, and brand loyalty:
“We approached this initiative with intention, choosing to partner with influencers and other voices who are authentic, credible, and truly align with our mission,” Fabian adds. “These individuals are trusted voices in wellness, lifestyle, and food spaces, and they genuinely inspire their audiences to make healthier choices. By showcasing the variety and versatility of Fresh Express Salads in real, relatable ways, they help us connect with consumers who value both flavor and nutrition.”
“We were deliberate when we went into this and decided to work with influencers who are authentic, credible, and help consumers eat healthy with a variety of salad choices. Fresh Express’ partnerships with celebrity influencers amplify the brand’s messaging by bringing authenticity, reach, and cultural relevance to the forefront,” Fabian continued. “These partnerships help translate Fresh Express’ core message—that salad can be flavorful, fun, and a reflection of personal style—into engaging content that resonates across diverse audiences. Whether it's through recipe inspiration, behind-the-scenes content, or lifestyle storytelling, these collaborations elevate everyday salad moments into craveable, shareable experiences.”
The result? Greater visibility, stronger emotional connection, and increased shopper demand—all achieved while assuring shoppers that Fresh Express fits seamlessly into real, modern lives.
A strategic packaging refresh also elevates the Fresh Express brand and aims to better align with today’s consumer demands: easy choices, bold flavors, and a fresh experience. As Fabian explained, the refresh was sparked by a desire to modernize the brand’s look and feel while maintaining the trust and quality shoppers expect from Fresh Express.
Some of the most notable changes include:
“Ultimately, this refresh is about standing out, simplifying the shopping experience, and celebrating the flavorful personality behind every product,” Fabian concluded.
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