GREENSBORO, NC - As shoppers eagerly await the arrival of the Easter bunny, The Fresh Market is preparing for the holiday with its annual partnership with celebrity Chef Anna Rossi. In her role as Brand Ambassador and Spokesperson, she will create recipes, lifestyle content, and host a monthly live streaming shoppable event to boost consumer loyalty and make the holiday special.
“We are thrilled that Chef Anna Rossi has joined the shoppable livestream brand ambassador team at The Fresh Market and believe our vendor partners will be too,” said Chief Marketing Officer, Kevin Miller. “Chef Rossi’s exuberant personality captivates our livestream audiences and brings The Fresh Market brand experience of joy, anticipation, and trust to life with each shoppable episode.”
The collaboration between The Fresh Market and Rossi has already gained national attention, a release stated. In partnership with Firework, the video commerce company, The Fresh Market was recognized with the Best Live Video Strategy Award at this year’s Digiday Video and TV Awards. Over 845,000 people tuned in to watch Rossi prepare The Fresh Market’s Ultimate Thanksgiving Meal during last November’s livestream, making it one of the most watched episodes.
View this post on Instagram
By partnering with Rossi, the retailer is adding value to its growing Shoppable Video-Live Commerce (SVLC) Retail Media Network (RMN). Brand partners will also benefit from Rossi creating recipes with their products and highlighting the features through sponsored ad segments.
The Fresh Market believes that providing brands the opportunity to engage, inspire, and convert shoppers through the Firework platform and hosted cooking and lifestyle segment will heighten that brand’s visibility in a marketplace where and when shoppers are most likely to transact.
“The Fresh Market has served as a cornerstone of inspiration for me as a chef and home cook for years,” said Rossi. “I’m thrilled to join forces professionally with a team that shares a passion for thoughtfully sourcing and celebrating delicious products, quality ingredients, and unforgettable recipes. We are now taking that to the next level on an innovative platform that has the capacity to connect and engage with customers in a meaningful and immersive way.”
How else will The Fresh Market utilize the Firework platform to expand its shopper reach? Time and AndNowUKnow will tell, so stay tuned.
