360PRplus | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
|Main Telephone||(212) 729-5833|
|Main Fax||(617) 585-5789|
|Rob B.||Executive Vice President||NY|
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|Ali K.||Senior Vice President||NY|
|Erin K.||Vice President||NY|
|Carina T.||Director, Account||NY|
|Liz A.||Senior Account Supervisor||NY|
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Digital, Print Opps: Peapod planning national brand awareness campaign amid expansion plans
Update (6/27): In May (more below), we told you about Peapod's plans to take its regional campaign "more universal" later this year. This is all part of larger expansion plans, in which Peapod hopes to topple competitors such as Instacart and Amazon. In a recent interview with
Peapod eschews an instant delivery system, focusing instead on larger, more profitable orders, which sets it apart from competitors. Additionally, Peapod has a number of meal-kit deals with partners such as Barilla, General Mills, Campbell Soup, PepsiCo and Jim Beam, which it could seek to leverage in marketing to appeal to millennials.
The company currently services 24 markets, so sellers in those areas should be looking for digital dollars for the balance of the year. Especially since Peapod's parent company - Ahold - is "committed to boosting its online presence" and funding expansion plans.
Per Bienkowski: "As we think about expanding into new cities [and] new channels, we have been able to piggyback on [Ahold's] existing infrastructure to expand relatively quickly and effciently." In addition to its delivery services, Peapod runs FromthePod.com, a recipe site, and struck a deal this spring with DinnerTime.com to "make planning and shopping for meals more convenient."
Food Dive points out that an estimated 20% of all grocery spending — a total of around $100 billion — is expected to come from online shoppers by 2025, according to the Food Marketing Institute and Nielsen. The publication also points out that an estimated 0.5% of US shoppers have used Peapod, compared to 2% for AmazonFresh; however, Peapod's sales are higher than the Amazon's. In order to continue this higher-ticket momentum, Peapod is taking its NYC campaign national later this year, which should include digital and print buys.
For the recent campaign, 360 PR was in charge of PR, social and digital.
Read more about Peapod's recent campaign below; click the following links to read WinmoEdge's take on competitors: Instacart.
Below was originally published on 5/8:
The NYC campaign features digital display and print work, as well as subway takeovers at two Brooklyn locations. It features the tagline "The Grocery Store at Your Front Door," and was created by 360 PR handled PR, social and digital for the campaign.
It's unclear whether Doner is creative AOR or if the campaign was created on a project basis, so it's possible that there could be creative work available later in the year. Additionally, agencies should focus on picking up regional PR and digital work for future campaigns.
CMO Carrie Bienkowski said this is the most expensive effort Peapod has ever deployed for a single-market push. Therefore, sellers should be reaching out to secure dollars for the follow-up campaign later this year. See the image for Peapod's current markets, bearing in mind that the larger ones are where money is most likely to be targeted. In fact, the NYC campaign is similar to a campaign that is already underway in Chicago.
The food delivery market is expected to reach $100 billion in sales by 2025, according to a recent report from Nielsen and FMI, which means growing brand awareness is key for Peapod. It's the oldest service of the type around, but does not enjoy the same recognition as competitors such as AmazonFresh and Instacart. In fact, Phil Lempert, founder of grocery store trend tracker Supermarket Guru, had this to say: "Naming the company Peapod was pretty sexy, but they haven't kept it up. Now is the time."
Therefore, look for marketing spend to continue to increase throughout 2017 and be sure you are reaching out now for these future dollars.
Media Spend: According to Kantar Media, Peapod spent $1.4 million on measured media last year - which was largely spent on digital, radio and OOH ads.
Digital Breakdown: Pathmatics reports that Peapod has spent $54,000 on digital display ads so far this year (15.5 million impressions). These have mostly been desktop (77%), with some mobile (15%) and online video (8%). See chart for impression sources and spend share.
Top ad destinations this year have included answers.com, reddit.com, howtogeek.com, weheartit.com and weather.com. This is just slightly higher than what was spent for the same period last year, which was $47,000 (16.5 million impressions).
For full 2016, Peapod spent $143,700 on digital display ads (33.9 million impressions).
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