FreshDirect is out with a campaign that posits the brand as a destination for busy consumers looking for value and convenience. It's the first work from the grocery delivery brand's partnership with Curiosity, which the brand selected as its first creative agency of record five months ago. The new push is also FreshDirect’s first foray into broadcast TV as it tries to raise brand awareness following a boost from COVID-19.
“The pandemic really gave us a lot of a kick in the butt to say there’s so much demand out there,” said John MacDonald, who was named FreshDirect’s chief marketing officer following the 2021 acquisition of 80% of the New York-based brand by grocery giant Ahold Delhaize. He notes that previous marketing “was really more about function and food than how to connect with customers and how to broadly go out a bit more so people outside of New York and the boroughs know who we are.”