Online grocery delivery firm FreshDirect hires Curiosity for brand refresh

New York City-based online grocery delivery service FreshDirect chose Cincinnati advertising agency Curiosity as its creative agency of record.

The decision follows a multi-agency review, led by management consultant firm Mercer Island Group, according to a news release. Curiosity joins media agency Tombras and public relations agency Goodman Media International.

After acquiring a lot of new customers, FreshDirect is focusing on strengthening its brand and continuing to build market share, particularly in the New York City metro area. The company will look to Curiosity for a new brand strategy, positioning and campaign platform to foster an emotional connection with customers and further solidify FreshDirect as the leading grocery brand in the Big Apple’s increasingly crowded marketplace.

Curiosity will work closely with FreshDirect’s internal creative team and Chief Marketing Officer John MacDonald, who joined the company in September 2021.

FreshDirect is entering its 20th year in business, MacDonald said.

“I know the talented and award-winning team at Curiosity will help us apply a fresh approach to engaging our customers that will showcase our mission of bringing high-quality, great-tasting, fresh food to as many people as possible,” he said in the release. “… we look forward to innovative and impactful collaborations that connect with our customers wherever they are.”

FreshDirect has changed how people shop for groceries and influenced consumer standards for freshness, convenience and service, Curiosity’s Chief Development Officer and Partner Ashley Walters said in the release.

“The past two years have proven that no matter how saturated the fast-growing online grocery market becomes, FreshDirect has a loyal base who trusts and relies on its vast assortment, superior convenience and dedicated employees. We’re being brought in to make sure that loyalty not only remains but grows,” Walters said.

Initially established in New York City, FreshDirect serves the New York, Philadelphia and Washington, D.C., metropolitan areas, with seasonal service to eastern Long Island and select counties in New Jersey.

In January 2021, the company was acquired by Ahold Delhaize, whose other brands include Stop & Shop, Peapod, Giant, Food Lion and Hannaford.