C O N C E P T • A R T D I R E C T I O N • D E S I G N

FreshDirect

FreshDirect, a grocery delivery service, has been a part of the New York City landscape since 2002. But as their target demo grew older, it was time to reintroduce the brand to a younger audience—one that craved (pardon the pun) to be in the know about authentically “New York” experiences.

So, as the Senior Art Director on the project, my partner and I came up with a campaign that positioned FreshDirect as not just another grocery delivery service. But rather, New York’s grocery delivery service. The one that true New Yorkers know, love, and choose, reminding everyone that great, healthy, farm-to-kitchen fresh food can be a part of ordinary life in the big city.