Gotham Gets ‘Fresh’ for Web Grocer

NEW YORK Gotham’s first work for online grocer FreshDirect will feature outdoor, print and radio ads bearing the tagline, “Our food is fresh. Our customers are spoiled,” the client confirmed. The estimated $2-3 million campaign breaks next month.

The effort will target consumers in three boroughs of New York City—Manhattan, Brooklyn and Queens—where the Long Island City, N.Y.-based FreshDirect delivers produce that’s ordered online, said John Boris, vp of marketing. The client plans to expand its footprint to the suburbs (Westchester County, Long Island, New Jersey), but not before the end of the year, Boris said.

Outdoor messages will appear on phone kiosks and bus sides, and the radio effort includes partnering with WOR-AM for off-air events like the “Classic Taste of New York” food fair in October.

Gotham, an Interpublic Group shop in New York, landed the creative account after a review involving undisclosed shops. Gotham was selected on the strength of its “great reputation and portfolio,” including past work for Priceline.com and Bank of America, Boris said.