Brand in action: How FreshToHome is letting India buy meat and seafood online | WARC | The Feed

Brand in action: How FreshToHome is letting India buy meat and seafood online

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. 

Key insights

• 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.

Key quote

“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.