Making Sure Real New Yorkers Know FreshDirect

FreshDirect, a grocery delivery service, has been ingrained in the culture of New York City since 2002. Their iconic bags, fresh-from-the-source food, and one-stop shop convenience have made them a staple for many in the area. However, as their target demographic had aged, it was time to reintroduce the brand to a younger audience.

To accomplish this, we embraced the insight that FreshDirect is part of the fabric of New York City. Moreover, we tapped into the palpable need amongst our target audience to be in the know about experiences that feel authentically “New York.”  

Enter our campaign: “Real Food That’s Real New York.” By leveraging interesting but genuine characters and personalities of New York, we showcased how FreshDirect is a part of everyday life in the city. We featured a mom with a cute — albeit destructive — fur baby. We highlighted a finance bro who was having a special guest over for dinner. And we leaned into the truths of apartment living with a noisy yet lovable upstairs neighbor.  

The campaign also included social-first videos that tapped into trends like the eyes and mouth filter and a corgi obsessed with the FreshDirect bag.  

Lastly, our campaign’s wild postings, subway, and outdoor media gave iconic New York imagery a FreshDirect food twist.