After a decade of losses, Peapod turns to Edelman

SKOKIE, IL: Fresh from being rescued from financial disaster by Dutch company Royal Ahold, online grocer Peapod has turned to Edelman for corporate PR work.

SKOKIE, IL: Fresh from being rescued from financial disaster by Dutch company Royal Ahold, online grocer Peapod has turned to Edelman for corporate PR work.

SKOKIE, IL: Fresh from being rescued from financial disaster by

Dutch company Royal Ahold, online grocer Peapod has turned to Edelman

for corporate PR work.



Peapod VP of marketing Mary Conrad wouldn’t comment on how much the

company plans to spend on PR, but observers in Chicago expect the

account to be in the six-figure range. Conrad stressed that Edelman has

not been given the designation of agency of record, but rather was hired

specifically to tackle business and financial communications as well as

industry analyst relations.



Peapod launched in 1989, effectively creating the online grocery

category others have since flooded. But the company has yet to find a

formula for profitability: last year, it boosted sales to dollars 73

million but lost dollars 29 million. Given that these financial problems

received a great deal of media coverage, the company is understandably

eager to spread the message that it has the financial backing to remain

competitive.



Peapod considered three firms before choosing Edelman. Conrad declined

to identify the other agencies, but Ruder Finn was known to be

interested and Kemper Lesnick Communications had done PR work for Peapod

in the past.



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