Company
Freshly
Duration
4 Months
Year
2020-2021
Context
Freshly was a direct-to-consumer subscription service that delivered fresh, fully prepared meals customers could heat and enjoy in minutes. Designed for busy consumers seeking convenient, healthy dining options, the company helped popularize the ready-to-eat meal delivery category in the U.S. In 2020, Freshly was acquired by Nestlé, marking one of the largest acquisitions in the prepared meal delivery industry at the time.
challenge
FreshlyFit was Freshly’s first meal line built for a specific lifestyle: high-protein, nutritionist-crafted meals for active customers. It had to stand apart from Freshly’s core menu without feeling like a separate brand, and land in time for New Year’s resolutions, one of the most competitive moments of the year for health and fitness marketing.
goal
Launch FreshlyFit with a distinct, energetic look that still felt unmistakably Freshly, and carry it consistently across email, paid social, direct mail, and the landing page to drive trial among health-focused customers.
My Role
My role was to establish and manage a cohesive branding across all marketing channels for this new line while seeking best ways to communicate the benefits and difference to our target customers.
Emails
paid ads posts
direct mail
landing page
