Keells has partnered with Hulsbosch to develop a new brand strategy, positioning and integrated campaign in Sri Lanka built around the platform ‘Keep Life Fresh’.
The platform moves beyond freshness as a product attribute, positioning Keells around everyday choices, new experiences and moments that can make daily life more rewarding.
The strategy is based on an understanding of modern Sri Lankan consumers and their aspirations for a better future. It focuses on the idea that progress can be found in small, everyday decisions rather than only in major milestones.
“Keells has always stood for freshness, quality and innovation. Through customer research, we uncovered a universal aspiration that transcends demographics and lifestyles, the desire to make progress in life, in ways both big and small,” said Nilusha Fernando, Head of Marketing, Keells Supermarkets.
“With Keep Life Fresh, we wanted to build on our strengths and broaden the meaning of freshness beyond the quality of our produce, creating a platform that reflects the role Keells can play in people’s lives.”
“Whether it’s making a healthier choice, discovering something new or creating a special moment with family, we want every interaction with Keells to inspire people, help them feel good about their choices and make everyday life a little better.”
From fresh products to a fresher way of living
Hulsbosch developed the brand strategy to position Keells as a supermarket brand that sets a standard for freshness while making the benefits of modern living available to everyone.
The ‘Keep Life Fresh’ platform connects fresh food, fresh choices and fresh experiences with everyday progress that helps people live better.
“Freshness is an incredibly powerful asset for a supermarket, but it can mean so much more than the quality of what’s on the shelves. We saw an opportunity to turn freshness into a way of thinking about life itself,” said Marcel Wijnen, Creative Director, Hulsbosch.
“Keep Life Fresh gives Keells a distinctive platform to connect with people beyond the shopping basket. It’s optimistic, inclusive and full of possibility. It positions the brand as one that doesn’t just supply what people need, but inspires them to discover new things, embrace everyday opportunities and make life feel a little more special.”
