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    FreshDirect Introduces Brand Partnerships Platform

    e-Grocer hires marketer, retains agency

    Michelle Harmon-Madsen will work on such FreshDirect campaigns as Fuel Your Fall

    FreshDirect has launched a brand partnerships platform to connect brands with the online grocer's highly engaged shopper base. To head the initiative, the company has hired marketer Michelle Harmon-Madsen and retained Upshot, an independent Chicago-based shopper marketing agency with deep retail and CPG experience.

    The platforms will employ FreshDirect's more than 12 years of in-depth insights and data to give brands turnkey shopper marketing activations to connect with customers. The campaigns aim to support positive engagement between brands and customers across all of the e-grocer's touchpoints.

    "These programs will delight our customers; make food shopping a more fun, engaging experience; and drive business for FreshDirect as well as for our partners," explained Jodi Kahn, chief consumer officer at Long Island City, N.Y.-based FreshDirect.

    'Power in Partnerships'

    Harmon-Madsen joins FreshDirect from New York-based MediaVest, where she led global strategy and partnerships for Procter & Gamble Entertainment and Microsoft Advertising. Previously, she was VP of branded entertainment for U.K.-based 19 Entertainment, where she boosted the company's relationship with sponsors and created partnership opportunities with the TV shows "American Idol" and "So You Think You Can Dance."

    "My past experience has proven the power in partnerships," noted Harmon-Madsen, who added that her new job would consist of "working with their customers' favorite brands to create fresh and fun platforms that are both inspiring and engaging."

    According to Upshot President and CEO Brian Kristofek, the agency will help FreshDirect "find and build partnerships with brands to amplify their messaging to both existing and new shoppers."

    FreshDirect operates in the greater New York, New Jersey and Connecticut metro areas and greater Philadelphia area, including Delaware.

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