Lit or thirsty? FreshDirect’s new food app speaks fluent millennial
YASSS, FreshDirect’s latest food delivery app geared toward millennials has #goals.
The FoodKick app, released last month, promises to deliver fresh cooking ingredients, prepared meals and even alcohol to urban-dwelling millennials in as little as an hour, all with a few swipes and clicks. The assisted-living-for-young-people space is crowded, with much of Silicon Valley apparently focused on making the age-old need to secure food as easy as possible.
What’s noteworthy about FoodKick is the lengths it goes to adopt the patois of millennials. In fact, FreshDirect leaned on a focus group of 100 millennials in building the app. Forget your password? No problem, the app responds, “Whoops, can you check your deets again?” In trying to get users to sign up for push notifications, the options are “YASSS” and “Not Now.” There is not a third option for: “Communicate using the standard English language.”
The non-millennial user simply shopping for groceries will be flummoxed. Words like “hanger,” “delish” and #likeaboss are in abundance. Today is billed as #TacoTuesday, so “def don’t forget the guac.” The only delivery areas currently available are Brooklyn and Long Island City, a sliver of Queens that might as well be Brooklyn.
“The voice and tone certainly skews towards millennials,” said Kolodny Johnson, vp of brand marketing and communications at FreshDirect. “There was a conscious design and strategy approach, but we definitely tweaked the language, content and positioning according to their inputs. You have to be hyper-relevant with this generation.”
Of course, one person’s “hyper-relevant” is another’s pandering. The key, according to Lawson Clarke, a creative director at Hill Holiday, is having a brand that itself is young.
“It’s painful if Home Depot started talking like a millennial but FoodKick seems like they’re all in from the get-go,” he said. “It sounds like a fun service packaged in a fun way.”
The same irreverent tone is also visible on the brand’s social channels, be it Instagram, Facebook or Twitter. The brand is especially focusing on Instagram, “given how well it lends itself to visual imagery of food,” but also plans to make a Snapchat debut soon.
“Since we only launched two weeks ago, we’re still taking a slow approach to social,” said Johnson. Which makes it no less on fleek.
Member ExclusiveMarketing Briefing: Ad execs and marketers say this Olympics has ‘lost its luster’
The typical global fervor for the Olympics is lacking this year, making it less of a marketing must than in years previous. More in this week's Digiday+ Marketing Briefing.
Member ExclusiveCMO Summit Recap: How marketers are adjusting to the delayed phase-out of third-party cookies
Digiday’s CMO Summit on July 19-20 covered some of the big issues facing marketers in this pivotal year, including the new timeline for the phase-out of third party cookies.
Cheat sheet: Comscore hopes to ease advertisers off cookies with new contextual targeting play
Comscore is hoping a series of data partnerships will help accelerate a pivot to contextual targeting, as ad buyers prepare for the end of third party cookies.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
Netflix’s new vp of game development Mike Verdu brings much-needed skillsets
Earlier this month, Netflix doubled down on its commitment to gaming by hiring Mike Verdu to head up its game-development department.
Stagwell bets on organic growth to power its merger with MDC Partners, as it retires the MDC name
Stagwell Group's merger with MDC Partners will close next week, and the new company expects major organic growth.