Grocery delivery company FreshDirect is jumping into the new year with a new tagline, along with a loyalty program and discounts such as free delivery, in an attempt to reach cost-conscious buyers.
The “Food That Delivers You” effort focuses on “how food connects people and the quality of (that) food,” said John MacDonald, FreshDirect’s chief marketing officer. In the past, the brand—which serves New York, New Jersey and Connecticut—has been “a little more functional” in its marketing, focusing on the logistics and convenience of food delivery, he said.
One ad, called “Good Day,” shows a family laughing at a dinner table, with two adults doing a “Lady and the Tramp”-style kiss over a strand of spaghetti. A second spot, “Potato Frittata,” aims to “be playful (and) have a positive energy,” said Jeff Warman, chief creative officer and partner at Curiosity, which created the campaign and was hired as the brand’s agency of record in March to lead the rebrand.