1. Chris Min
Shannon Abraham
Creative Development Research Report

2. 2
Introduction
Online grocery shopping has been around since the late 90’s and recently
growing in popularity, and is becoming the next big trend. Companies like
Peapod, Freshpicks, FreshDirect, Netgrocer and Amazon have taken online
grocery shopping from the 90’s to the 21st
century. With the popularity of online
grocery shopping on the rise, companies want to spread the word.
Background/Recap
Introduced to the New York City metropolitan market in 2002, FreshDirect
is an online grocery store that delivers to both homes and businesses. It
grew popular for its convenience, fresh food, and wide variety of selections.
FreshDirect is also popular for its distribution of organic, sustainable, locally
grown items. FreshDirect is even recognized by the Marine Stewardship Council
as a certified sustainable seafood vendor.
Then in October 1st 2012, FreshDirect was made available to the
Philadelphia area. FreshDirect will initially launched in eight center-city
Philadelphia zip codes, with plans to expand throughout the Greater Philadelphia
region in 2013. The eight zip codes include the following neighborhoods:
Rittenhouse, Logan Square, Washington Square, Old City, Society Hill, Bella
Vista, Queen’s Village, Graduate Hospital, Grey’s Ferry, Fairmount, Art Museum,
Spring Garden, and Northern Liberties.

3. 3
Methodology
Strategy
We conducted both qualitative and quantitative research. For our
quantitative research we utilized surveys. These surveys were comprised of 39
questions asking about their opinions of the ads. We used an online forum called
Reddit (http://www.reddit.com); to narrow down the survey to where our target
audience might be able to see it. We utilized the sub forums, r/mommit and r/
parenting. We got a total of 26 completed surveys.
For our qualitative research, we used focus groups. We had a total of 7
participants (6 females and 1 male) and had a group discussion about online
shopping and obtained feedback about the 4 advertisements. We had all the
participants speak and write down their opinions throughout the process.
To parents with young children, FreshDirect is the brand of online grocery
shopping that provides the peace of mind from having to take their young
children grocery shopping with them, because FreshDirect provides them with a:
• A daily freshness rating that updated every morning for the produce and
seafood
• Make bread fresh everyday
• Work with local farmers for their meat and produce
• They 100% satisfaction guarantee with every order, every time.

4. 4
Key Findings &
Recommendations
Ad # 1
Strengths: Attention grabbing effect from the page flipping, creative, and unique
Weakness: Too Blurry, Message can be a turn off to some people,
The ad got mixed results from our participants when they were asked
whether the ad felt relevant to them or not as they results showed it was split
down the middle. They liked the creativity and idea behind the ad, but they didn’t
like the blurriness of the image, or the copy which felt like it was taking them on
a guilt trip.

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The participants also thought the ad was unique, but the ad
extension didn’t seem to resonate with the consumer as 73% of the
survey respondents said they did not like the ad extension. They were
also very up in the air with the ad extension being cohesive with the ad.
The participants really resonated with the picture of the baby as it was
mentioned over and over again as the most memorable part of the ad.
Recommendations:
Overall, everyone agreed it was not a believable ad, but it was unique and the
idea was clever. It still needs to be worked out more.
- The Ad message can be reworded so it doesn’t feel like it is guilting parents to
use FreshDirect
- Get rid of the blurriness
- Make the body copy more legible

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Ad # 2
Strengths: Bright/Colorful, Grabs your attention. Great cohesiveness between
ad and the extension.
Weakness: Hard to decipher what the main point of the ad is. It doesn’t look like
a refrigerator.
The participants of the survey and focus group opinions clashed greatly
on this ad. 73% of the survey takers thought it was relevant while the general
consensus of the focus group said it wasn’t relevant to them at all. The survey
takers could resonate with the To - Do List, but the focus group participants
couldn’t relate to the To - Do list at all.
The survey takers thought the ad was unique and really liked the ad, but
the focus group disagreed greatly and had a lot of negative feedback
for the ad.

7. 7
The area in which it seemed like the 2 groups agreed upon was
the fact that they both liked the ad extension. Both groups thought is was
cohesive and they both thought it was nice and simple.
Recommendations:
Overall the opinions for this ad were either they really liked it or really hated it.
The ad is very polarizing, but overall it is an attractive ad that can catch people’s
attentions.
- The ad background should look more like a refrigerator
- Make it less cluttered

8. 8
Ad # 3
Strengths: Relatable, Funny Copy, Simple, and The food made it memorable
Weakness: Seem almost too plain, It looked cheap
The ad got the highest percentage of votes for being believable on the
survey and the focus group participants echoed a similar opinion. 58% of the
survey participants said it was relevant to them, while just over half of the focus
group participants said it was relevant.
The sticking point of the ad was the food. The food seemed to really draw
the people in and was brought up over and over when people were describing
what made the ad memorable. It was also brought up when mentioning whether
they liked the food shown or wish something about the food image was changed.

9. 9
However, throughout both the surveys and focus group. The word
cheap showed up a couple of times. It almost took away from the
overall of the ad.
The ad extension was seen as cute and most people liked it in both our
surveys and focus group. However, they seemed to be confused on what it had
to do with online grocery shopping.
Recommendations:
Overall it got a very positive response from everyone. The food seems to be a
polarizing topic. It drew people in and got people to focus in on the ad.
- The ad extension might be reconsidered
- More plates could be added to create a family setting
- I would reconsider the background so it doesn’t look too plain

10. 10
Ad # 4
Strengths: The participants could really relate to the feeling of juggling many
things, simple
Weakness: Relatable, but it reminds them too much of feeling overwhelmed and
not on using online grocery shopping.
The ad imagery of the juggling mom really got all of our participants
to relate and that it what also made it memorable. However, it almost worked
too well though. It really got them thinking about their life, and took away from
getting them to the fact that it was about using online grocery shopping to help
relieve them of an added burden.
The opinion of whether the ad was unique was split evenly in our surveys
and focus group. It didn’t really stick out, but it did grab their attention.

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The ad extension was not really seen as cohesive, because other
than the font and words the ad used illustration and the extension
used a photograph. They general opinion about the extension was that it was
okay. The photo of the fruits was nice, but that was about it.
The respondents had some criticism about the ads. They first mentioned
how it was almost sexist to only have the woman juggling the items and things
they were juggling was associated with something woman usually do. They also
didn’t really like the fact that the woman seemed like a white collared worker who
didn’t have enough time for their kids.
Recommendations:
Overall everyone could relate, but it almost takes away from the original
message/purpose of the ad. It is simple and nice, but requires some work to so it
doesn’t offend anyone.
- Have a stronger call to action
- Maybe incorporate both a male and female
- Rework the ad extension to be cohesive

12. 12
Summary/Next Step
To parents with young children, FreshDirect is the brand of online grocery
shopping that provides the peace of mind from having to take their young
children grocery shopping with them. We believe the ad to best fulfill this
positioning statement is ad #3. The 3rd ad really gave off an overall positive
impression to participants, the food really drew people in, and it was believable.
It was gender neutral and received the least amount of negative responses.
We believe that with the recommended changes to the 3rd ad as
mentioned before. It would be a successful and memorable campaign that can
really resonate with the parents of young children. It would transfer to them the
peace of mind that they are looking for.

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Appendix
CREATIVE BRIEF
Client: FreshDirect
Agency: C&S Agency (Chris Min & Shannon Abraham)
Background:
Introduced to the New York market in 2002, FreshDirect is a online grocery store that
delivers to both homes and offices. It grew popular for its convenience, fresh food and
lower prices than many Manhattan supermarkets. FreshDirect is popular for its
distribution of organic food and locally grown items, as well as items that consumers see
in supermarkets daily. FreshDirect also delivers numerous Kosher foods and is
recognized by the Marine Stewardship Council as a certified sustainable seafood vendor.
Business Problem:
FreshDirect has just started to service the Philadelphia area and lacks awareness among
the people of Philadelphia. It is popular in NYC, because most New Yorkers already get
most things delivered and most don’t own their own cars.
Objective:
To raise awareness among parents about FreshDirect an online grocery store which
delivers throughout the Philadelphia area.
Target audience:
Our target audience is parents with children ranging from infants to kindergarteners.
They have a HHI of $25,000 – 75,000. They either have full time jobs or are a full time
homemaker. They have at least a Bachelors degree, are tech savoy, and are able to utilize
smart phones. Grocery shopping is a task that involves juggling around nap times,
children nagging for certain items, and heavy bags. They are willing and open to trying
online grocery shopping.
What's the single most important thing to say:
Peace of mind. I.e.:
Peace from not having to buy a lot snacks
Peace from worrying about bring your infant child out to a germ filled grocery store
Peace from children running around the store
What are the supporting rational and emotional 'reasons to believe and buy:
We want to show FreshDirect as a convenient and trustworthy online grocery store. That
provides the freshest produce, meats, and baked goods in the midst of a hectic parental
lifestyle.
• FreshDirect has a daily freshness rating that updated every morning for the
produce and seafood
• FreshDirect makes bread fresh everyday
• FreshDirect works with local farmer for their meat and produce
• FreshDirect has a 100% satisfaction guarantee with every order, every time.
• FreshDirect is an easy to use online grocery store with a mobile app.
Tone:
Warm, Caring, Comforting, Uplifting, Personal, Confident
Mandates:
Logo, webpage

14. 14
Chris
Min
&
Shannon
Abraham
FreshDirect
Survey
Questions
Draft
Intro:
Hi,
we
are
students
at
Temple
University
who
are
currently
seeking
insight
from
parents
with
Infants
all
the
way
up
to
Kindergarteners.
This
survey
will
take
about
10-­‐15
minutes,
and
your
participation
would
be
greatly
appreciated.
All
of
your
answers
will
be
kept
strictly
confidential
and
you
can
stop
taking
the
survey
at
any
time.
Thank
You
Do
you
have
kids?
A.
Yes
B.
No
Does
your
kid’s
age
range
from
0-­‐6?
A.
Yes
B.
No
If
you’ve
selected
“No”
to
any
of
the
questions
above,
we
would
like
to
thank
you
for
your
time,
but
your
participation
in
our
survey
will
not
be
necessary.
How
often
do
you
shop
for
groceries?
-­‐ Once
a
month
-­‐ Every
other
week
-­‐ Once
a
week
-­‐ Twice
a
week
-­‐ 3+
times
a
week
What
is
the
most
important
factor
when
it
comes
to
buying
your
groceries?
A. Wide
Variety
of
Selections
B. Quality
C. Price
D. Organic/Green
E. Other
Would
you
try
online
grocery
shopping?
A. Yes
B. No
*Repeat
set
of
questions
for
each
ad
Please
answer
the
question
after
looking
thoroughly
through
the
Advertisements.
What
emotions
come
to
mind
after
seeing
the
ads(Please
select
all
that
apply)?
-­‐ Happy

15. 15
1. Warm
2. Caring
3. Confidence
4. Indifference
5. Confusion
6. Anger
Do
you
believe
this
ad
to
be
relevant
to
you?
A. Yes
B. No
Compared
to
all
grocery
store
ads
is
this
ad
unique?
A. Yes
B. No
What
stood
out
the
most
in
this
ad?
Has
your
opinion
of
online
grocery
shopping
changed
after
seeing
this
ad?
A.
Yes
B.
No
If
you
answered
Yes
to
the
question
above,
Has
it
changed
to
a
more
positive
or
negative
view
of
online
grocery
shopping?
-­‐ Positive
-­‐ Negative
Do
you
believe
this
ad
extension
is
cohesive
to
the
original
ad?
A. Yes
B. No
Do
you
like
the
ad
extension?
A. Yes
B. No
Conclusion
Which
ad
was
the
most
memorable?
A.
Ad
1
B.
Ad
2
C.
Ad
3
D.
Ad
4
Which
ad
would
make
you
want
try
FreshDirect
and
why?
Thank
you
for
taking
your
time
to
fill
out
this
survey.
Your
input
is
greatly
appreciated.

16. 16
Chris Min & Shannon Abraham
Introduction
Hello, everyone. My name is ____________ and I’d like to thank everyone for coming
out tonight. I am very interested in your opinions and I look forward to our discussion.
Please know your answers are being used for research purposes only. There are no right
or wrong answers to my questions, so I encourage you to be honest, open and most
importantly, to enjoy yourselves. Let’s start by introducing ourselves and one thing about
yourself. I’m _____________.
Category & Lifestyle
1. To get things started, let’s talk about grocery shopping. Let’s list some grocery stores
you regularly shop at.
2. What is your favorite grocery store? Why?
3. List pros and cons of your favorite grocery store.
4. What are your main reasons for going to the grocery store?
5. Describe for me your perfect grocery store.
6. How important is price when buying groceries on a scale of 1 – 5 with 5 being the most
important and 1 being least important. Why did you give it that rating?
Online Grocery Shopping
1. Have you ever heard of online grocery shopping?
2. If you have, what are some of the retailers that you have heard of?
3. Would you ever try online grocery shopping? If yes, why? If no, why?
FreshDirect
Now I am going to show you some advertisements for a specific online grocery company.
I’ll show you a series of print ads, all for the same product, and then we’ll talk about it.
FreshDirect Ad 1
Hereʼs our first ad.
[Show Paint Print Ad]
Now I am going to ask you a few questions and I’d like you to write down your responses
in a few words.
1. What was your initial reaction to the ad?

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1. What do you think is the main idea of the ad?
2. How believable was the ad?
3. Was the ad relevant for the product?
4. Has the ad helped change your views about online shopping?
5. After seeing the ad would you try online shopping?
1. Show next 3 ads and ask same questions above.
Purchase Intent
Now that we’ve seen and talked about all of the ads, I am going to show you all the print
ads again. (show all the ads)
Please tell me which ad got your attention the most and why? (we can go around stating
what everyone had to say)
(Based on the most popular ad) I want to talk a bit more about Ad # ___. What was it
about this ad that stuck out the most and what stuck out the least?
What changes would you do to the ad to make it more eye-catching/
memorable?
When seeing this ad what are some words that come to mind first?
Conclusion (To conclude, I’d like to ask two final questions.)
1. What do you believe is the most important thing we discussed tonight?
2. Is there anything we did not discuss that we should have?
And that wraps up our discussion. Thank you, all once again for coming out and sharing
your opinions and insight with me. Have a great day, everyone.

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Notes from Focus Group
Notes:
1. “I doesn’t look like an online grocery ad” (ad 2)
2. “It shows a busy working woman juggling too many things in one day and how she can
help herself by joining Fresh Direct” (ad 4)
3. “You have to be kidding me! I was actually surprised that this ad was actually made into
an ad” (ad 1)
4. “Convince people to buy their product so it could benefit their company and business”
(ad 1)
5. “I know if I get ill or something, I will go to a local grocery market, not an online one”
(ad 2)
6. “When you have so much to do it’s not worth going to an actual store when you can do it
online” (ad 4)
7. “Freshness and variety” (ad 3)
8. “An average American woman has to juggle work and household chores and kids on a
daily bases” (ad 4)
9. On Ad 4 most of the females sated if that was a real ad, would it be sexist and be saying
something against at home men.
10. Almost everyone laughed at the first ad, saying would something like that ever be created.
• All the ads were treated the same when it came to people spending time and looking
them over. It was an average of like 10 to 15 seconds for all the ads. I don’t believe any
one ad had anyone highly excited and concentrating on an ad.

19. 19
Survey Results attached seperately