C O N C E P T • A R T D I R E C T I O N • D E S I G N

FreshDirect

FreshDirect, a grocery delivery service, has been a part of the New York City landscape since 2002. But as their target demo grew older, it was time to reintroduce the brand to a younger audience—one that craved to be in the know about authentically “New York” experiences.

So, as the Senior Art Director on the project, my partner and I came up with a campaign that positioned FreshDirect as not just another grocery delivery service. But rather, New York’s grocery delivery service. The one that true New Yorkers know, love, and choose, reminding everyone that great, healthy, farm-to-kitchen fresh food can be a part of ordinary life in the big city.

Social

Out Of Home

We created a series of static ads that were so well received, the FreshDirect team added a massive OOH media buy to run the creative. The result was a complete NYC takeover with guerrilla wild postings, Citi Bike Station Ad Panels, and MTA train car ads.

(Yes, I individually masked out and placed each piece of produce and no, I don’t want to talk about how long it took 😂)