BrightFarms' Jessica Soare Details Instacart Partnership and "Don't Quit, Just Crunch" Campaign

IRVINGTON, NY - A common New Year’s resolution is to eat healthier, but it can be difficult to stick to. BrightFarms wants to change that. Its campaign, Don’t Quit, Just Crunch, launched today in honor of National Quitter’s Day, the day most people fall off their New Year’s resolutions, and it has a valuable partner in Instacart to help drive campaign demand.

As part of the campaign, BrightFarms and Instacart have partnered to deliver free Crunch Kits™ salads straight to consumers’ doorsteps, while supplies last.

To learn more, I turned to Jessica Soare, BrightFarms' Vice President of Marketing.

“The Instacart partnership is a big deal,” shared Jessica as we hopped on the phone to discuss the campaign. “It builds brand awareness to be on a national platform, and we’re offering something to consumers that is beneficial to their health. We also wanted to present a positive outlook with the Don’t Quit, Just Crunch campaign, to let shoppers know that, as a brand, we’re here to help them eat better, not judge.”

BrightFarms’ Crunch Kits feature the brand's signature pesticide-free Crunchy Green Leaf lettuce, which is grown in nearby regional greenhouses for maximum crispness and freshness.

By leveraging its regional greenhouse production to its fullest, BrightFarms can deliver lettuce to partners faster.

“We’re just a few hours’ drive from most major population hubs, so we can deliver to market through our distribution network with the freshest greens possible. Rather than waiting for lettuce from California to arrive in 7—10 days, shoppers are getting access to lettuce that will make them a repeat customer,” Jessica told me. “It’s all about creating a better experience so that even non-salad users are converted after eating Crunch Kits.”

The eating experience, as Jessica explained to me, is crucial. Consumers can expect from each kit restaurant-quality toppings and a convenient clamshell format with a peel-and-reseal lid for quick, no-mess assembly.

Available varieties include Chickpea Caesar, Mediterranean, Southwest Chipotle, Bacon Ranch, and the newest flavor, Asian Sesame, currently available at Wegmans.

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