FreshDirect has spent a decade telling New Yorkers that it was the online grocer. But, as of February, they are now also able to spread that message to the greater Philadelphia area!
FreshDirect.com, the Internet-only grocer that has built a devoted flock of click-and-buy shoppers in the high-rises of New York and across its suburbs, rolled delivery trucks into Philadelphia on Monday to launch its first expansion beyond the Big Apple.
Although initially delivering only to households in and around Center City, the company that hawks farm-to-doorstep produce, meticulously selected seafood, and prepared dinners, along with supermarket staples, hopes to expand deeper next year into the Philadelphia region, building upon this area’s reputation as a food lovers’ haven.
FreshDirect, the online home-delivery grocer, is preparing a new advertising approach as it seeks to, er, um, freshen its brand image.
A campaign scheduled to begin this week is to introduce a theme, “Grocery shopping perfected,” that is intended as a more engaging way to express the company’s philosophy than current lines like “A new standard for grocery shopping.”
The new theme is part of a revamped pitch aimed at busy consumers — primarily working mothers — who care enough about the quality and provenance of the food they buy to pay FreshDirect’s prices. (more…)