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Fill Your Fridge with Peapod

OUR APPROACH

The online grocery landscape has become increasingly crowded since Peapod, the original online grocer, delivered its first bag of groceries in 1989. Amid a sea of new competitors, Peapod’s experience, value and breadth delivers for customers like no other. To get more New Yorkers to sign up for Peapod’s delivery service, 360PR+ developed a campaign steeped in a single insight: thousands of busy, hard-working New Yorkers come home to an empty refrigerator most nights, and have little time and desire to shop crowded stores with limited grocery selections only to have to schlepp heavy bags home.

To build the story, we conducted research illuminating precisely what’s in – and not in – New Yorkers’ refrigerators. In fact, our data showed that New Yorkers had mostly condiments (80%), and expired food (40%) lurking in their refrigerators. A whopping 81% of NYC residents reported city food shopping woes. 360PR+ leveraged the data to issue a call to New Yorkers to find an easier way to “Fill Your Fridge,” with help from the grocery delivery expert, Peapod.

 

THE RESULTS

We rolled out an integrated campaign that included shareworthy content, got influencers buzzing on social media, earned coverage across an array of New York media, and spurred new customer sign-ups with street teams pushing life-size Peapod shopping carts through the Manhattan and Brooklyn. The six-week campaign earned 400 million media impressions, 50,000 visits to the campaign microsite and 11,000 video views, with 120,000 offers distributed, driving thousands of new customer sign-ups and a significant sales increase in the market.

 

For more information contact 360PR+.