Peppercom is tasked with handling all PR efforts for FreshDirect, including strengthening strategic communications, crisis communications, media relations, online outreach, and engaging with key stakeholders.
"As a food company, there are lots of different angles to take our business from a PR perspective," said Steve Druckman, CMO of FreshDirect. "[Peppercom is] going to be helping us get out a few of our key messages and helping us build some strategies against those messages."
The company serves about 250,000 customers in the New York metro area and has fulfilled more than nine million orders since its launch in 2002. Its goals include promoting FreshDirect as a leader in the food delivery industry and as a lifestyle brand.
The agency began working on the account early last month after FreshDirect met with four agencies before deciding to replace its five-year incumbent, MWW Group.
Michael Kempner, MWW president and CEO, said in an e-mail, that its work helped “establish the company” as a leader in its category. Druckman noted it was a positive relationship, but it was simply time for “new ideas.”
Updated March 5, 2009, 2:44pm