FreshDirect, one of the leading grocery delivery services in the US and a leader in NYC food culture, is launching a new creative campaign targeting time-crunched, quality-obsessed New Yorkers with full plates (but empty pantries). This marks FreshDirect’s first integrated campaign from Cincinnati ad agency Curiosity, which was named creative agency of record for the brand in March 2022.
A series of :30 spots tap into relatable moments of trying to fit grocery shopping into one’s already busy day, and how FreshDirect is there to provide the right amount of ease to make lives a bit less chaotic. From a parent juggling multiple tasks during snack time, to the get-it-done roommate attempting to split the 'chores' with their couch-surfing apartment mate, the campaign shows how FreshDirect can keep it fast and keep it fresh while keeping everyone happy.
The spots end with the tagline, 'for the food obsessed, by the food obsessed,' an evolution of the brand’s former 'the obsession is real' tagline.
The spots were directed by up-and-coming female director LJ Johnson (with one spot featuring her own seven-month-old daughter) and will run on linear and connected TV, and YouTube. In addition, a series of OOH ads will appear throughout New York City at various Citi Bike stations, in subway cars and stations and placements in Times Square and Yankee Stadium. FreshDirect is also taking to TikTok with a social push that showcases delicious, time-saving fall recipes for go-getters and busy families.
“Being a homegrown, trusted New York City brand allows us to understand not only the culture of food but the needs and expectations that New Yorkers have around food and groceries,” said John MacDonald, chief marketing officer, FreshDirect. “We make sure our customers have the absolute freshest food, curated and responsibly sourced from the best places and delivered quickly right to their doorstep.”
In addition to its new campaign, this summer FreshDirect worked with T Brand, the content studio of New York Times Advertising, to celebrate its 20th Anniversary by creating a mini story ad series highlighting FreshDirect fans and long-term customers. FreshDirect also sponsored The New York Times' 'The Daily' podcast.
"The process of collaborating with the FreshDirect team for the first time has been as enjoyable as the output.” said Jeff Warman, chief creative officer at Curiosity. “There's so much passion for the brand, and it's so uniquely authentic, that it's easy for our teams to share a collective spirit and vision. We're just having fun together thinking about the possibilities for the brand.”