Project Type: FreshDirect
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Go Forth subway campaign
This subway campaign showcased FreshDirect’s commitment to quality by marrying captivating imagery of farm-fresh ingredients, playful copy our customer base might relate to, and a “Go Forth &” message that gave them the power to take on any upcoming food or beverage need. Simultaneously we executed a multi-platform approach for the campaign, including box inserts…
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Producer content
Working directly with merchants, marketers, and FreshDirect producers, I developed content that gave customers the stories behind their food and the extra mile FreshDirect went to bring on each category’s best.
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FD email campaigns
A sampling of emails that gave customers reasons (and promotions) to keep them coming back. At the Office (B2B) Emails: Aware non-tryers (leads)
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FD welcome insert
I was tasked with building a new insert to go into FreshDirect customers’ first orders. My goal was to create something friendly and fun with a feeling of small-business personalization while emphasizing FreshDirect’s differentiating value prop (extreme freshness across the board).
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FD web and mobile copy
My most prolific work at FreshDirect covered supporting product copy (website and apps) for the business, including food descriptions (fresh and private brand items, including labels), promotional landing pages and banners, sweepstakes, UX, “help” and emergency messaging, and customer service language (from chat templates to scripts for voice shots). Landing pages Tablet content Own brand…
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Sourced blog
I named, helped design, and managed the blog and its integration and success in FreshDirect marketing by developing a content calendar with our photographers, social media manager, copywriter, and interns to coincide with promotions and tent poles. My authored blog content covered everything from highlighted promotions and integrated partnership content to tips, inspiration, and producer stories. (It’s…
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FD social content
I worked collaboratively with social media managers, photographers, and merchandisers to develop content for FreshDirect’s growing social channels. Below are examples from Facebook and Instagram where my copy was used to highlight new products, promotions, and blog posts. Social Media Management For six months in my first role at FreshDirect in 2012/2013, I managed and…
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