Fresh Express Redefines the Salad Category with New "Express Yourself" Initiative; Fabian Pereira Details

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:

• Personalization & Creativity: The campaign highlights how Fresh Express Salads can be customized to reflect individual tastes, moods, and lifestyles. By positioning salad as a canvas for self-expression, the initiative empowers shoppers to see Fresh Express as not just a meal, but a reflection of who they are.
• Flavor-Forward Storytelling: With bold visuals, craveable descriptions, and trendy, relatable language, the campaign brings the vibrant flavors and textures of each blend or kit to life, turning everyday salads into must-have experiences.
• Omni-Channel Engagement: From in-store communication and digital content to social media, influencers, and quick, snackable video content, the campaign meets shoppers where they are and inspires them at key decision-making moments.
• Convenience with Style: By reinforcing the ease of use alongside restaurant-worthy taste, Express Yourself speaks directly to busy consumers who want fresh, flavorful meals without the hassle.

“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:

• A new, distinct, and modernized logo that reflects freshness, approachability, and bold confidence
• Striking, color-forward designs that improve shelf visibility and help shoppers instantly identify their favorite products
• Clearer flavor cues and imagery that spotlight ingredients and help consumers shop quickly and confidently
• A design system that better supports product segmentation, making it easier to navigate between garden salad, salad blends, lettuce kits, chopped kits, and more

“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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