• by Joe Mandese , March 8, 2017

Some interesting startup brands telling their stories at the Brand Marketers Insider Summit in Austin, Texas.

We heard the Mizzen+Main team talk about their launch of a performance fabric dresswear brand.

Now Jordan Finger, vice president-growth marketing of Freshly.com is talking about how he’s been growing his ecommerce brand, which delivers healthy chef-prepared meals to people’s homes.

Finger said it’s been a struggle making sure Freshly.com doesn’t get confused with popular make-at-home meal kids, such as Blue Apron.

He uses social media to distribute the best possible format to demonstrate that difference: video.

Specifically, 15-second demonstrations of consumers “unboxing” the meals at home, heating them up and enjoying them.

“There’s already a built-in social-sharing with our content,” he said, noting how people like sharing content about food and meals. The unboxing videos, he said, are a means of differentiating Freshly.com’s experience from meal kits.

“It’s photography linked into a video,” he said, adding, that he’s found the combination to be “really effective.”

The company is still too young to leverage conventional TV advertising, but he sees that evolving soon, but that the storytelling will have to evolve along with it.