Independent branding agency Hulsbosch has partnered with Sri Lankan supermarket brand, Keells to develop a new brand strategy, positioning and integrated campaign ‘Keep Life Fresh.’
The new brand platform has positioned Keells as a brand that enriches everyday life, inspiring Sri Lankans to embrace new experiences, discover new possibilities and find greater joy in the moments that matter.
The strategy has recognised that progress is rarely defined by big milestones alone. More often, it is found in the small, everyday decisions that help people feel good about their lives and optimistic about what comes next.
From discovering new ingredients and making healthier food choices to trying something different, surprising loved ones or sharing a meal, ‘Keep Life Fresh’ celebrates the opportunities to make everyday life more rewarding.
“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. 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,” said Keells Supermarkets head of marketing Nilusha Fernando.
Developed by Hulsbosch, the brand strategy has positioned Keells as aspirational and accessible: a supermarket brand that sets the standard for freshness while making the benefits of modern living available to everyone.
The ‘Keep Life Fresh’ platform brings together the functional strengths of the supermarket experience with a more emotional, human proposition. It connects fresh food, fresh choices and fresh experiences with the 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 Hulsbosch creative director Marcel Wijnen.
“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,” Wijnen added.
Hulsbosch Credits:
Creative director – Marcel Wijnen
Copywriter – Chris Round
Senior strategist – Irma del Mundo
Client strategy director – Carolyn Pitt
Senior account manager – Ally Burnell
Managing director – Jaid Hulsbosch
In-market creative partner – Dentsu Grant
In-market research partner – Quantum Consumer Solutions
