1. CREATIVE BRIEF
Client: FreshDirect
Agency: C&S Agency (Chris Min & Shannon Abraham)
Background:
Introduced to the New York market in 2002, FreshDirect is a online grocery store that delivers to
both homes and offices. It grew popular for its convenience, fresh food and lower prices than
many Manhattan supermarkets. FreshDirect is popular for its distribution of organic food and
locally grown items, as well as items that consumers see in supermarkets daily. FreshDirect also
delivers numerous Kosher foods and is recognized by the Marine Stewardship Council as a
certified sustainable seafood vendor.
Business Problem:
FreshDirect has just started to service the Philadelphia area and lacks awareness among the
people of Philadelphia. It is popular in NYC, because most New Yorkers already get most things
delivered and most don’t own their own cars.
Objective:
To raise awareness among parents about FreshDirect an online grocery store that provides
deliveries throughout the Philadelphia area.
Target audience:
Our target audience is parents with children ranging from infants to kindergarteners. They have a
HHI of $25,000 – 75,000. They either have full time jobs or are a full time homemaker. They
have at least a Bachelors degree, are tech savoy, and are able to utilize smart phones. Grocery
shopping is a task that involves juggling around nap times, children nagging for certain items, and
heavy bags. They are willing and open to trying online grocery shopping.
What's the single most important thing to say:
Peace of mind. I.e.:
Peace from not having to buy a lot snacks
Peace from worrying about bring your infant child out to a germ filled grocery store
Peace from children running around the store
What are the supporting rational and emotional 'reasons to believe and buy:
We want to show FreshDirect as a convenient and trustworthy online grocery store. That provides
the freshest produce, meats, and baked goods in the midst of a hectic parental lifestyle.
• FreshDirect has a daily freshness rating that updated every morning for the produce and
seafood
• FreshDirect makes bread fresh everyday
• FreshDirect works with local farmer for their meat and produce
• FreshDirect has a 100% satisfaction guarantee with every order, every time.
• FreshDirect is an easy to use online grocery store with a mobile app.
Tone:
Warm, Caring, Comforting, Upbeat, Personal, Confident
Mandates:
Logo, webpage