:: adgruntie :: FreshDirect loves itself inNYC

+ The NY Times has an article discussing the new FreshDirect campaign running in NYC next week in an attempt to beat out Trader Joe's before they get to the area (their stores aren't opening until March or April).

FreshDirect is an online grocery service. Trader Joe's is a store. I do see that there is some overlap between the two but at the same time, there is a difference between a company that solely delivers it's goods and a place that shoppers can stroll into at their leisure. It reminds me of those circles from my college logic classes.

The ads are going to feature ex-mayor Ed Koch, over-hyped celebrity chef Bobby Flay, and supermodel, Paulina Porizkova.

The campaign is heavy on the usual New York self-congratulation. (In one commercial, Mr. Koch says of FreshDirect, "It's the best thing to ever happen to New York. O.K., maybe the second.")

Sounds awfully trite to me. But it's hard to tell without having seen the spots themselves.

Creative is by Gotham Incorporated in Manhattan. I have to say they have a decent tagline too: "Our food is fresh. Our customers are spoiled."