FreshDirect

FreshDirect

WE HELPED FRESHDIRECT USE CONTEXTUAL RELEVANCE TO DRIVE CUSTOMER ACQUISITION AND INCREASE ORDER VOLUME

Online grocer FreshDirect partnered with Moments by OUTFRONT, the award-winning content platform, to engage with New Yorkers during their commute. Together, we developed a campaign that combined branded content with dynamic creative that changed based on key weather conditions during the winter months.

The campaign ran citywide across New York City’s subway system, Metro-North, and the Long Island Rail Road, combining digital Livecards inside trains, single and triptychs Liveboards on subway platforms.

STRATEGY & TACTICS

THE FACTS

Branded Content

Moments by OUTFRONT publishing partner So Yummy developed a series of FreshDirect-branded recipes which ran on the Moments in Food content channel for the months of February and March.

Contextually Relevant

Using real-time weather data as a trigger, the campaign offered 28 different meal suggestions based on the forecast. With so many variations of creative, the dynamic campaign remained fresh with on-the-go audiences.

Shoppable OOH

Scanning the dynamic QR code in the ads brought consumers into a deep-linked, curated shopping experience designed to help hungry New Yorkers create the dishes featured in the campaign.

PARTNERSHIP IN ACTION
WEGETYOU.COM/OUTFRAME

Fresh Direct partnered with OUTFRONT's Moments in Food channel to execute shoppable branded and dynamic content to engage with consumers during critical moments of their day in transit.
CASE STUDIES

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