The process of grocery shopping still leaves, for most of us, a lot to be desired. Online grocery delivery makes the shopping part painless, but the first question people ask when faced with that proposition is “But will I get the same quality?”
With FreshDirect, they’ll actually get better quality than what they would get at the store. So we had a quality story to tell, but needed to reinforce convenience at the same time. And of course we needed a campaign that could tell that story in outdoor, print, digital, and – for launching new markets, especially – radio.