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Joe Fresh breaks Free Your Fresh campaign

Toronto-based fashion retail chain Joe Fresh has begun a spring advertising campaign called “Free Your Fresh.” Aimed primarily at women, the national campaign promotes the chain’s spring line of merchandise. The initiative, developed by Select World, consists of television, cinema and digital advertising, as well as social media activities. Joe Fresh is a subsidiary of Loblaw Companies.

“‘Free Your Fresh’ is more than just a campaign, it’s an attitude, a state of mind and a reaffirmation of our core values that brings us back to our Joe Fresh roots,” said Lindsay Cook, vice-president of marketing and communications at Joe Fresh. “The feeling evoked from this campaign will reinforce what long-time Joe Fresh fans love about the brand, the upbeat, happy energy, the endless bursts of colour, and the artful simplicity of the collections. When developing the campaign concept, we aimed to capture moments of joy to bring to life the idea of ‘Free Your Fresh.’”

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