FreshDirect: Grocery Shopping Perfected

It's rare that you get to produce the campaign that you showed to win the pitch, but this was one of those rare occasions. 

FreshDirect's strongest appeal was to families with high standards and tight schedules–families that would truly love to either grow or gather every ingredient themselves were it not for, well, reality. The impulse for that level of perfection is something we really dove into during the strategy discussions. Ultimately, I felt the best way to connect to it was to poke a little fun at it.

And poke fun we did–using the brand's own delivery trucks as free OOH media and continuing the campaign across radio, direct mail, and digital.