FreshDirect Captures the Spirit of New Yorkers in Campaign from RPA

Online grocery delivery company FreshDirect has offered the best in fresh food since 2002, and more than two decades later, the brand is revitalizing and expanding with a new campaign to appeal to busy, health-conscious millennial New Yorkers. 

On Sept. 23, out-of-home posted throughout New York City and is unmissable in lower Manhattan across all subways as well as wild postings and at Citi Bike locations, portraying iconic New York symbols: a NY Yankees hat, an apple, a taxi and the Statue of Liberty, each with the campaign line,"Real Food That’s Real New York” across it. Each icon was composed of local, FreshDirect produce, making it authentic to the city and reinforcing the brand’s narrative as being part of the fabric of New York City.

The new work will help FreshDirect remain top of mind to the original customer base — 6,000 recurring customers for 22 years who trust and loves the brand — but the brand sees opportunities for further building brand awareness among millennials, especially now that the competitive grocery delivery market includes many big-name apps. New customers are being offered $50 off their first order when using the code REALNY.

The creative shows young, multitasking, urban New Yorkers living their busy lives. One FreshDirect customer is portrayed as someone who is constantly plugged in, even while doing everyday tasks like receiving groceries, and another shows a woman with a baby carrier for her dog, highlighting non-traditional lifestyle choices usually associated with millennials. This iteration of the work is a modern take on the 2006 launch campaign that featured celebrities such as Spike Lee and Cynthia Nixon.

The campaign aims to further distinguish FreshDirect in the competitive market by offering food that is seven days fresher than what customers find in stores. The theme of “fresh” and “from the source” is carried out throughout the new creative to communicate that the brand is providing New Yorkers the healthiest and most sustainable meals.

FreshDirect ensures this by purchasing 90% of their produce directly from the farm, and sourced locally, whereas most grocery stores rely on centralized distributors or consolidators as additional links in the supply chain. Additionally, with a growing interest in healthy eating post-pandemic, the creative campaign colors FreshDirect as a service, “made with sustainably sourced ingredients” to express the brand’s commitment to reducing food waste, contributing to 3x less waste than the average grocery store.  

Santa Monica-based, independent ad agency RPA was tasked with positioning FreshDirect as not just another grocery delivery service, but rather, New York’s grocery delivery service. FreshDirect is strictly located in New York City and wants to be at the forefront of minds when millennial New Yorkers need convenience, quality, and reliable service when shopping for groceries.