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Lament of a Lovesick Shopping Cart in New FreshDirect Spot, 3 years ago

DiMassimo Goldstein & Formless urges you to 'break up with your grocer'

Lament of a Lovesick Shopping Cart in New FreshDirect Spot

In a tongue-in-cheek play on online dating, DiMassimo Goldstein has launched a 90 second video that calls upon shoppers to “Break up with your grocer” and find a better grocer online for FreshDirect's marketing push to launch their service in the Philadelphia market. A shortened version of the spot launched this week. 

It’s part of a broader integrated campaign to introduce the online grocery category to the Philadelphia market in a way that hasn’t been done before. The marketing push in Philadelphia includes station dominations at 30th Street Station and Market Street Station, direct mail, radio, pre-roll, as well as other out of home components, including bus shelters, newsstands, etc.


Advertiser: FreshDirect

Creative Agency

Account Director: Julia Yale

Creative Agency: DiMassimo Goldstein

Art Director: Tyler Maxson

Chief Creative Officer: Tom Christmann

Copywriter: Thomas Millington


Editor: Will Lucas

Production Company

Director: Andree Ljutica

DOP: Travis Libin

Producer: Andree Ljutica

Production Company: FORMLESS CREW

Production Manager: Nicola Santa

Category: Online retailers , Retail and restaurants

Genre: Comedy