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FreshDirect Launches Consumer, B-to-B Marketing Push

LONG ISLAND CITY, N.Y. - Online grocer FreshDirect is turning up the volume, launching a multi-pronged public relations campaign that will include consumer marketing and business-to-business communications. It has hired MWW Group, an East Rutherford, N.J.-based public relations agency to help create and run the campaign.

"We've known about MWW from some of the great work they have done with and Bally's," John Boris, FreshDirect's v.p. of marketing told Progressive Grocer. "When we met with them we shared a lot of ideas about strategy, and it was just the right fit."

On the business-to-business front, MWW will handle FreshDirect's launch of new corporate office catering services, including pantry re-stocking and custom-made platters. "Currently, we are running beta tests of corporate services with a couple of companies," said Boris. "It launches officially in September." FreshDirect already has a catering department that offers services to individual households.

Boris added that the online retailer is exploring potential new business opportunities, including national shipping.

On the consumer side, the new campaign will help FreshDirect strengthen relationships with existing customers and attract new customers, through highly media relations and guerilla marketing initiatives. "We have already some guerilla marketing of our own; for example, we send out a team of people in branded apparel to areas where we are looking to grow our business, and their job is to promote us by handing out flyers or samples," said Boris. "This way, we hope to drum up some new business in areas where do not have customers."
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