Online grocery giant FreshDirect revitalizes its image in a new out-of-home (OOH) campaign targeting health-savvy New York millennials.
The campaign was produced by the independent ad agency RPA, with executive creative director Adam Lowrey at the lead.
The main idea was to position FreshDirect as New York’s go-to grocery delivery service, ensuring it stands out as the top choice for millennial New Yorkers seeking convenience, quality, and reliability in their grocery shopping.
On September 23, NYC's streets came alive with eye-catching OOH ads plastered all over lower Manhattan, from subways to wild postings and Citi Bike spots.
Featuring iconic symbols like a NY Yankees hat, an apple, a taxi, and the Statue of Liberty, each piece proudly boasts the tagline, “Real Food That’s Real New York.”
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Each icon is crafted from local FreshDirect produce, reinforcing the brand’s role as a true part of NYC's health-conscious base.
The new campaign is a love letter to the brand's loyal fanbase — 6,000 recurring customers.
By taking a fresh look at prominent New York symbols, the OOH positions FreshDirect as the grocery delivery service in New York.
Accompanying the OOH pieces is a set of online videos, featuring millennials in unconventional scenarios typical of the generation.
Embodying the Essence of New Yorkers
Based on the 2006 launch campaign featuring Spike Lee and Cynthia Nixon, FreshDirect released a set of 30-second videos rewritten for the modern crowd.
In the lively commercial, a woman with a baby carrier opens the door to a FreshDirect delivery, sparking playful banter with the delivery person.
“New York’s fresh grocery for my sweet angels!” she exclaims, listing off goodies like organic milk and local carrots.
Chiming in, the gal responds, "Delivered fresh from the source, direct to your door!”
The mom beams, calling it her “one-stop shop for all my kiddos.”
Just as the scene wraps up, a cheeky corgi bumps her leg, causing her to drop the bag. With a shrug, she quips, “Even the furriest one!”
The second creative shows a FreshDirect delivery person strolling into the apartment of a man in the middle of his workout, announcing his delivery of organic chicken breast, kale, and cauliflower rice — typical fare for the health-conscious.
As the man continues skipping rope, viewers hear banging from the floor below. Instead of taking the knocks as a form of complaint, the man sees them as a form of encouragement.
While each video pokes fun at the millennial stereotype, it also hones in on FreshDirect’s target audience.
With a catchy focus on “fresh” and “from the source,” FreshDirect’s latest campaign puts the brand in the spotlight, emphasizing its commitment to delivering New Yorkers the healthiest and most sustainable meals.
Earlier this week, DoorDash also launched a heartwarming campaign that spotlights how restaurants are elevating customer relationships with its "Special Instructions" feature.
