![]() Food plays either a conscious or unconscious role in everyone's life. We want to tell customers that we have a passion for food. What was the strategy behind the new campaign? This interview has been edited for clarity and length. “The idea is to reintroduce the brand and remind people of who we are with renewed excitement.”īrand Innovators caught up with MacDonald from his office in New York to discuss online grocery shopping, video series & running a uniquely NYC business. “We make sure that the food is taken care of the way it needs to be taken care of from the start,” says MacDonald. The brand effort included TV, online video, OOH, a new website and will include a new premier loyalty program for returning customers later in the year. ![]() The brand started 2023 by kicking off a new brand campaign “Food That Delivers You,” focusing on its high quality fresh food offering – the 20 year old company’s first modern refresh. I really want the customers to understand who we really are and get reignited about it.” “That's about food and culture and doing things in the city. “Our strategy is about being 100% New York City,” says MacDonald. The company takes pride in being a New York City company that only serves the metro area. It's not dried out from sitting under a lamp.”įreshDirect celebrated its 20th year in business last year. We deliver it to you so that you can reheat it in your oven and then when you get it out, it's perfect. “Any store you go to has rotisserie chicken but our rotisserie chicken is cooked just to the point where it needs about 10 more minutes. Then we flash freeze them so that when you get them, you just have to put them in the oven for the last five minutes,” says MacDonald. We bake them every day in our plant in the Bronx. “We make what I would consider the best croissants that I've eaten outside of Europe. The chief marketing officer of the NYC-based online grocery delivery company says it is a “very unique and special company” because it is purely ecommerce, operates locally and is focused on high quality food. FreshDirect's John MacDonald has spent his career in the grocery business but has never been as excited about a brand as Fresh Direct.
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