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Campaign Imminent: FreshDirect taps creative AOR (Score 63)

predicted a review when we told you about its new CMO John MacDonald. Keep an eye out for some fresh creative work. 

According to Pathmatics, FreshDirect earned 121.3m impressions YTD through Facebook ads (51%), Instagram ads (26%), desktop video ads (15%), desktop display ads (5%), mobile video ads (2%) and mobile display ads (1%). It placed the majority (99%) of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com and retailmenot.com. It placed the remainder (1%) indirectly through The Trade Desk onto yahoo.com and nydailynews.com. It spent approximately $1.2m on digital display ads YTD, a 20% increase from $1m spent in this channel during the same time period of 2021. Full-year spend jumped from $2.5m in 2020 to $10.7m in 2021. 

Sellers-- FreshDirect appears to be targeting millennials and Gen-Zers because it allocates the majority of its marketing budget towards online ads. The company placed most of its digital ads this year direclty onto social media sites Facebook and Instagram. It also invests in OOH ads, per Kantar. Most of its business comes from major cites such as New York, Philadelphia and Washington D.C, and it places most of its OOH ads in these areas. Sellers should get in touch soon because it will likely release some fresh creative from the new AOR soon. 

Agency & martech readers-- Agency reviews commonly follow one another, so reach out to FreshDirect's DMs to see if it needs any more assistance. I believe FreshDirect also works with Goodman Media International on PR. You might consider offering project-by-project help as well.