News

'Discover Fresh' campaign includes new leadership hires, messaging

The campaign, which involves corporate and restaurant-level changes, supports Garden Fresh's commitment to farm-fresh food and made-from-scratch menu items.

October 23, 2014

Garden Fresh Restaurant Corp., the parent company of Sweet Tomatoes and Souplantation, recently announced the roll out of its new Discover Fresh campaign.

The campaign, which involves corporate and restaurant-level changes, supports the company's commitment to farm-fresh food and made-from-scratch menu items, according to a company press release.

The campaign began with a series of senior executive additions, including John Morberg, David Carr and Julie Derry, as chief executive officer, chief financial officer and chief marketing officer, respectively.

"For more than 35 years Garden Fresh has served as an industry leader, bringing fresh and wholesome ingredients to our customers," said John Morberg, CEO of Garden Fresh Restaurant Corp. "Through the Discover Fresh campaign we're furthering that commitment by modernizing select restaurants, upgrading the customer experience, and continuously enhancing our menu."

The corporate changes are also being supported by refocused marketing messaging.

A series of strategic initiatives in support of the campaign are currently being activated in the San Diego market. These include a radio campaign highlighting the brand's dedication to local farmers and farm-to-table menu items, and also a series of events at area Souplantation's to celebrate the refreshed designs.

"Our brand story is founded on passion and transparency, and we're using this campaign as a way to instill that culture in our guests," remarked Julie Derry, chief marketing officer. "We're improving our guest-centric strategy in all areas -- from delivering relevant content online through our Club Veg loyalty program to bringing our customers behind the scenes of our farm-to-table process."

The first Discover Fresh event in San Diego will take place at the Vista, CA location on Sunday, October 26 from 12:00 p.m. to 2:00 p.m. Guests can receive a free lunch by bringing a can of food to be donated to North County Food Bank.