Peapod expands Edelman’s charge

CHICAGO: Peapod, still a leading player in the competitive Chicago online grocery market, has expanded the assignment it recently handed to Edelman to include consumer outreach.

CHICAGO: Peapod, still a leading player in the competitive Chicago online grocery market, has expanded the assignment it recently handed to Edelman to include consumer outreach.

CHICAGO: Peapod, still a leading player in the competitive Chicago

online grocery market, has expanded the assignment it recently handed to

Edelman to include consumer outreach.



Peapod originally hired Edelman to work on corporate reputation

management (PRWeek, May 15), but the company has expanded the account to

cover events commemorating its 10th anniversary.



While online grocers WebHouse Club (a Priceline.com venture) and

Streamline.com have entered the Chicago market in recent months, Peapod

VP of marketing Mary Conrad said the stepped-up PR effort was not a

knee-jerk reaction to increased competition.



’For us, it’s more about the fact that there’s a lot of news at Peapod,’

she said.



Caroline Mendoza, Priceline’s manager of communications, said her

company uses Rogers & Cowan for PR and has no plans to hire a Chicago

shop. Streamline.com, which entered Chicago through its purchase of

local operator Scotty’s earlier this year, has not yet cemented its PR

plans, according to spokesperson Donna Gadomski. She added that

Streamline, whose PR is handled by Cone, generally relies on grass-roots

PR in new markets.



Webvan Group will enter the Chicago online grocery battle in August, and

has already promised free delivery during its first three months.



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