FreshDirect Names Curiosity As Its AOR, Plans New Brand Strategy

E-grocer FreshDirect named Cincinnati ad agency Curiosity as its creative agency of record, following a competitive review. Prior to the appointment, the company worked with agencies on a project basis.

The agency is charged with creating a new brand strategy, positioning and campaign platform to enhance its connection with customers. Curiosity will work with FreshDirect’s internal creative team and Chief Marketing Officer John MacDonald.

MacDonald said: “This partnership is a perfect recipe for success that is very much aligned with the essence of our business, and we look forward to innovative and impactful collaborations that connect with our customers wherever they are.”

“We’re being brought in to make sure that loyalty not only remains, but grows,” added Ashley Walters, Chief Development Officer and Partner at Curiosity.

Curiosity's client work includes Procter & Gamble, Stearns & Foster, Borden Dairy, Roto-Rooter, Formica and Cincinnati Bell.

FreshDirect recently launched an out-of-home campaign to reach 3 million New York City subway riders each day.

The company serves the New York, Philadelphia, and Washington, D.C., metro areas, with seasonal service to eastern Long Island and select counties in New Jersey. 

The Netherlands-based Ahold Delhaize and private-equity firm Centerbridge Partners acquired Fresh Direct in January 2021. Ahold Delhaize holds majority ownership. Ahold Delhaize's other brands include Stop & Shop, Peapod, Giant, Food Lion and Hannaford.

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