The spots will air from January to March, which MacDonald said is FreshDirect’s busiest season partly due to the cold weather and also because consumers develop goals and “take a look at what and how they’re eating,” he said.
The media buy includes Facebook and Instagram, local TV stations including WABC, WCBS, WNBC, WPIX, WLNY, WNYW and WWOR, along with streaming platforms Peacock, Paramount, Hulu and Disney+. Out-of-home activations and mail advertising in the tri-state area are also planned.
The campaign comes as food brands deal with inflation. Polling firm Morning Consult found that 17% of U.S. respondents bought groceries via delivery in November, down from 19% a year earlier, after reaching a 12-month low of 15% in March.
FreshDirect will attempt to ease consumer concerns over prices by offering its “DeliveryPass” for free for a year to new customers. The pass normally costs $129 per year and allows customers to get unlimited free deliveries and other benefits including reserving specific times for delivery.
Separately, new customers will get a promo code for a $50 discount on purchases.