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
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.