Food delivery service FreshDirect has launched a campaign from RPA targeting New York City and its health-conscious millennial residents.

The campaign includes three spots in which a FreshDirect delivery woman chats with those receiving her groceries. The stories are classic NYC, with a young man making dinner for a special guest; a mom stocking up for her family (most of all, for her dog); and a guy jumping rope to the annoyance of the neighbor downstairs.

Out-of-home ads in the subway and wild postings use food sculpture to portray NYC symbols such as aYankees hat, an apple, a taxi and the Statue of Liberty. The ads are tagged, “Real food that’s real New York.”

RPA said the campaign is a modern take on the 2006 launch spots that featured celebs such as Spike Lee and Cynthia Nixon.

The campaign emphasizes freshness and “from the source,” with FreshDirect offering food that is seven days fresher than what’s in stores, with 90% of produce directly from farms and sourced locally. 

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