Fresh Thyme rebrands logo, launches TV ad

Dan Ochwat
Executive Editor
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(Updated Sept. 1, with more insight from Fresh Thyme.)

Natural and better-for-you grocer Fresh Thyme Market is launching a new branding campaign, featuring a new logo and ad campaign anchored by a TV ad that features Fresh Thyme shoppers and how they shop the store and use it to prepare dinner each night in their homes.

The new logo removes the yellow color and more farm feel (including Farmers from its name) for a sharper all green and white logo. It was designed by The Distillery Project, who helped develop the campaign, too.

Representatives of the company told Store Brands that its line of store brand products will undergo a full rebranding in fiscal year 2021. 

The retailer has a deep line of Fresh Thyme store brand products across food and household categories that rely on the old logo.

The TV campaign is called “This is Real,” highlighting real Fresh Thyme shoppers in a Chicago store to portray the diverse, unique shoppers of the chain of 73 stores in 11 states. Fresh Thyme Market is based in Downers Grove, Ill.

"Fresh Thyme has always been a solution for healthy living, no matter the circumstance," says Tod Pepin, Fresh Thyme Market chief merchandising and marketing officer. "As we all continue to navigate this new normal, Fresh Thyme is dedicated to helping people meet a new standard and heightened responsibility towards their own wellbeing. Our new logo and advertising campaign is an intentional evolution in that direction, and we are thrilled to share it with our community."

The commercial and ad campaign kicks off Aug. 30 and will promote the new logo. More details to come on the campaign and the retailer’s idea of presenting what’s truly real to its consumers. 

"It's always been hard for people to know what to do to stay healthy," says John Condon, founder and chief creative officer of The Distillery Project. "It's such an important topic that there's a constant barrage of information. It can be confusing, contradictory and sometimes come from pretty questionable sources," he continues. "Now, more than ever, people are searching for some clarity. The pandemic has made us all more health conscious and more price sensitive. So, it just seemed an especially right time to remind people that Fresh Thyme has always stood for, 'Real healthy foods at real affordable prices.' And, that the single, most important thing any of us can do to keep ourselves and our families healthy is eat healthy foods. It's a simple basic truth, at a time when people really need it."