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Brand in action: How FreshToHome is letting India buy meat and seafood online
Direct to consumerSupermarkets & grocery storesIndia
Indian direct-to-consumer (DTC) food brand FreshToHome expanded its coverage from seven to 150 cities during the “tectonic shift” that took place amid the pandemic, as well as extending its category range; WARC spoke to the brand’s head of marketing about its consumer-first approach.
Why it matters
FreshToHome was well-placed when the pandemic struck as people went online to buy essentials and have them delivered. That convenience, married with its proposition of antibiotic-free, chemical-free, fresh products, found a particular resonance with those who want safe, healthy food.
Over time, the brand has become increasingly strategic and focused on communicating its USP, ensuring that FreshToHome messaging is about brand rather than being generic.
CRM channels are very important for FreshToHome because its frequently purchased products require top-of-mind recall.
The consumer is integral to DTC and marketers must always think consumer-first, not channel or communication-first.
“As a startup marketer, it is very easy to get swayed into doing different things or using different channels. Be consistent. You build a brand, you are consistent and then it accrues to you” – Vanda Ferrao, head of marketing at FreshToHome.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。