FoodKick, New Stand Form Brand Partnership
FoodKick by FreshDirect has embarked on an integrated brand partnership with New Stand, a New York-based media platform and chain of boutique convenience stores.
The 12-week summer-long partnership began with the launch of Tasty Tuesdays, a weekly in-store giveaway in which New Stand customers can try FoodKick products chosen especially for them. Each week, New Stand will showcase a unique product from FoodKick, with customers kept informed through native in-app programming and push notifications. Limited quantities of the featured items will be given out at the Union Square, Columbus Circle and Brookfield Place New Stand stores on a first-come, first-serve basis.
The collaboration is backed by out-of-home advertising channels, including a FoodKick takeover wrap of the Union Square New Stand doors and video ads on the new NYC Ferry service. Further, next week New Stand will release biweekly Dinner and a Playlist content including song selections tied into the FoodKick offerings.
“As retailers who both intrinsically understand New York City culture, the partnership with New Stand just made sense,” said PJ Oleksak, SVP, business expansion of New York-based FreshDirect. “Not only does this execution create new opportunities for FoodKick to reach savvy omnichannel consumers, it also allows New Stand to give back to their loyal customer base.”
“FoodKick is the perfect partner for us — they share our values, combining technology with a human touch and putting customer appreciation first,” added New Stand co-founder and CEO Andrew Deitchman. “Using New Stand to launch Tasty Tuesdays events and bring exclusive products and deals to consumers was exactly what we had in mind when we set out to reimagine convenience retail.”
Started in 2016 by FreshDirect, FoodKick is an on-demand business that caters to the needs of urbanites with a curated selection of food, alcohol and essentials, all delivered in as little as an hour.