FoodKick is FreshDirect's mobile-first food delivery business that offers a curated selection of fresh food, chilled alcohol, goods from local partners, and everyday essentials–all delivered in as little as an hour. FoodKick launched in January 2016 with service in Brooklyn and Long Island City and expanded its service to Manhattan in October 2016. Since Foodkick is born and bred in New York City, we approached all marketing launch tactics as an insider– a fellow New Yorker in the know who "gets" you. The goal of our integrated campaign was to increase brand awareness as FoodKick expanded into Manhattan and to reach our target demographic–busy New Yorkers with a millennial mindset–by playing off of classic NYC street fliers.
When looking to launch into Manhattan, competitive research indicated a lack of tailored, New York City-centric communication and tactics. That insight led us to develop an integrated concept centered around an insiders' knowledge of New York City culture. Since FoodKick was founded in and operates exclusively in New York City, we wanted to own this space. To break through the clutter and reach busy, hungry consumers across the city, we created 9 original tear-off fliers that riffed off of well-known NYC flier concepts—concepts that'd appeal to true city-dwellers. We plastered over 11,000 fliers all over the city over 2 months and 4 strategically timed flights. Concepts ranged from "LOST: A Perfectly Ripe Avocado" to "Don Smythe Will Teach You to Cook" (a riff on "Dan Smith Will Teach You Guitar").
Learning from Manhattan's positive response and love for the tear offs, we launched these in Brooklyn and focused solely on the LOST fliers. We took a 1 phase takeover approach and targeted neighborhoods across Brooklyn, from Greenpoint to Industry City. The Brooklyn flight featured 6,000 fliers which included a mix of new Brooklyn-specific tear offs, as well as some of the same from Manhattan. We tailored language to fit the unique Brooklyn grocery shopping lifestyle.
In addition, we promoted the fliers on FoodKick's owned social channels, including unique Instagram stories and cinemagraphs, as well as within the FoodKick shopping experience. For example, "LOST: My Dignity" features the same image as the flier, with hangover cure products merchandised underneath it.
This campaign resulted in increased brand awareness and exposure in new neighborhoods. Our infiltration of city streets aligned with reaching our target demographic of on-the-go New Yorkers. The LOST flyers were the most well received and had the highest offer code redemptions, in particular the "LOST: A Ripe Avocado" and "LOST: My Dignity" designs. In addition, we saw dozens of users posting pictures with positive feedback to social media channels–demonstrating the content was relatable and shareable.
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