FreshDirect

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We helped boost brand health metrics for FreshDirect.
When FreshDirect wanted to measure the impact its transit advertising had on how consumers felt about the brand, the online grocer turned to OUTFRONT. Alongside our measurement partner MFour, we evaluated key brand metrics during two separate flights of FreshDirect’s campaign, demonstrating both the impact of the campaign and the importance of repeat exposure.

64%

Ad Recall Rate
Source
MFOUR, 2024

+117%

Increase in Unaided Brand Awareness
Source
MFOUR, 2024

+45%

Increase in Brand Affinity
Source
MFOUR, 2024
Strategy & Tactics
- Markets: New York City

- Media Used: Brand Trains, Wrapped Trains, Subway Liveboards, LIRR Livecards, Bus Queens

- Campaign Duration: Two four-week flights (Jan. 8 – Feb. 4 and Apr. 1-28, 2024)

- Methodology: Control vs. exposed
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Outcomes
  • - The campaign’s 64% ad recall rate beat MFour’s benchmark by 26 points.

  • - Those exposed to the ads reported much higher brand awareness – 117% unaided and 35% aided – than the control group.

  • - Exposure also correlated with brand lift across the board including affinity (+45%), consideration (+30%), and purchase intent (+41%).

  • - All brand metrics improved during the second flight, demonstrating the value of an ongoing advertiser presence.

  • - Ads displayed on liveboards had the highest recall (62%), followed by in-train ads (57%) and bus ads (43%).

 DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.