How an iconic, fully integrated brand campaign reignited consideration, lifted awareness by +20%, and reached over 2 million consumers.
Despite being a pioneer in online grocery and a household name in New York, FreshDirect faced declining brand awareness in a highly competitive market. Many consumers either did not know the brand or excluded it from their shopping consideration, often due to perceptions of higher pricing. Competitors investing heavily in advertising threatened FreshDirect's position.
FreshDirect had the chance to reassert its leadership by dramatizing its unique value proposition — unmatched freshness — through a bold brand campaign. This was an opportunity to strengthen consideration, boost customer acquisition, and reinforce its premium positioning.
To reignite the brand, we executed a 360° integrated marketing campaign:
Created iconic TV commercials dramatizing FreshDirect's freshness promise, with fruit “picked” and fish “caught” only after the customer order.
Expanded reach across channels — out-of-home, social, CRM, and digital — to maximize frequency and impact.
Forged strategic partnerships with the NYT and the NY Yankees to link FreshDirect with influential cultural touchpoints.
Aligned messaging across all platforms to deliver a consistent narrative of freshness, convenience, and premium value.
The campaign reached over 2 million consumers and delivered:
+20% brand awareness lift — boosting FreshDirect into the active consideration set of grocery shoppers.
Over 60K new customers acquired, reinforcing FreshDirect's leadership as the go-to premium online grocer.
Let's discuss how a bold, integrated campaign can lift awareness and drive growth.