Why FreshDirect is investing in broadcast TV for the first time
FreshDirect is investing in broadcast TV for the first time in a new campaign with creative AOR Curiosity as the grocer aims to build awareness and continue a COVID-19 boost.
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While the campaign is “significant” in budget, according to MacDonald, it’s on par with some of the brand's previous efforts. However, dollars that would have gone to digital acquisition like promotion codes and performance marketing are now going toward brand building with TV, he said. This marks FreshDirect’s largest investment into media.
The company is battling competitors such as Whole Foods, which offers delivery to Amazon Prime members, and Instacart. The latter last week rolled out its biggest brand campaign yet, a splashy spot featuring Lizzo that aims to attract younger customers. In New York, FreshDirect’s hometown, Instacart has 45% of online grocery sales, more than double that of FreshDirect, according to a 2021 article from Bloomberg that cited an Earnest Research study.
