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Industry | Healthy Fast Food

RAD's Strategy Powers FreshDirect's Youth Appeal

The Challenge

FreshDirect, a pioneer in premium grocery delivery, faced increased competition in the crowded NYC metro market, particularly from rivals like Whole Foods.

To maintain its edge and expand its younger customer base, FreshDirect needed to attract Millennials and Gen Z, who were crucial for long-term growth. However, younger consumers were not engaging with the brand in significant numbers, as traditional marketing strategies struggled to resonate with their lifestyles.

freshdirect1

The Catch

FreshDirect, despite its strong market presence, struggled to engage younger consumers who sought more personalized and relevant solutions beyond basic grocery delivery.
The company identified a need to better understand the unique interests and passion points of these consumers to enhance their service offerings.
FreshDirect partnered with RAD Intel to analyze real-world audience conversations and uncover potential motivators that could inspire younger customers to engage more deeply with the brand.

The Strategy

Stay in the pool - stay at the beach, stay at the park- We got you!

We launched a summer campaign highlighting how FreshDirect could save time and hassle, especially for those heading to popular weekend spots like the Hamptons that are equally as famous for grocery hassle as they are for summer fun.

Unbiased, audience-first personas
AI-powered influencer discovery for precise targeting
Performance tracked and benchmarked against predetermined KPIs
Fast and transparent campaign execution
Over 600 API data connections for enhanced data accuracy and integration

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+3.5% Increase

RAD Intel informed ads drove over 107,700 total engagements. Increasing their following on Instagram by 3.5%.

Before RAD INTEL

Market Position: FreshDirect was a pioneer in premium grocery delivery but faced increased competition in the NYC metro area, especially from rivals like Whole Foods.
Demographic Challenges: The company struggled to attract Millennials and Gen Z, which were crucial demographics for long-term growth.
Engagement Issues: Traditional marketing strategies were not resonating with younger consumers, leading to low engagement levels with the brand.
Need for Personalization: There was a significant gap in connecting with the interests and passion points of younger consumers beyond basic grocery delivery.

After Rad INTEL

Understanding Consumer Motivators: FreshDirect utilized RAD Intel to analyze real-world conversations and discover what motivates younger consumers.
Targeted Marketing Strategy: Launched a summer campaign emphasizing convenience, particularly for customers heading to popular destinations like the Hamptons, addressing the pain points of long grocery trips.
Increased Engagement: The campaign led to over 107,700 total engagements and a 4.3% cross-platform engagement rate, significantly outperforming previous benchmarks.
Growth in Social Media Presence: FreshDirect's Instagram followers increased by 3.55%, indicating a successful resonance with the targeted audience through the campaign.

The Rad INTEL Differentiation

1.9M

RAD Intel's strategy led TikTok to achieve 1.4 million views, constituting 77% of the 1.9 million total views.

$0.02

The campaign reached a CPV of $0.02, cutting costs by up to 90% compared to TikTok's upper range and over 80%.

4.3%

Achieving a 4.3% cross-platform engagement rate, the campaign exceeded brand benchmarks.

3%

Influencers Meghan & Jack on Instagram recorded a 3% engagement rate, showing effective audience connection.

71%

Utilizing RAD Intel's influencer content, FreshDirect achieved a 71% reduction in cost-per-acquisition.

110,000

Over the course of 4 months, RAD Intel content drove nearly 110,000 likes, comments, and saves.

Smarter and Faster

Learn more about audience-first personas and
AI-informed influencer discovery.