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ABOUT DANNYChef, Father, International TV Personality, Brand Ambassador, Traveler and Adventurer, are just a few ways to describe Danny Boome.

DannyDanny’s brand has found success and has been recognized by national media as being a global influencer. In 2015, he was nominated for an Emmy for Outstanding Culinary Host by the National Academy, which recognizes excellence in the television industry, for his work a host of Good Food America on ZLiving Network, a prominent leader of digital health and wellness programming. Additionally, Sierra Magazine selected him as one of the nine chefs changing the world.

With a dWith a decade of broadcasting experience, Danny has built his brand in the U.S. and across the globe, becoming well known to audiences for his culinary work and dynamic personality. Danny empowers viewers and consumers with fun, healthy lifestyle choices and creative options.

Experimentialmarketing

FRESH IDEAS WITH A DIRECT MESSAGE

events

“FRESH FEST”The Fresh Fest 2016 is a celebration of suppliers, produce, and values. New and prospective customers will meet and

connect with the Fresh Direct supply chain, whilst learning from the people and the producers of their food.

When: October 13 – 16 (strategically the same week as NYF&D to piggyback PR ops)

Where: NYC (Selected venues)

The Main Events:

1. Fresh Direct Market

1. Dining Experiences

3. Lectures

4. Cooking Classes

1. Fresh Direct Market

• The Fresh Direct market will give current and prospective customers a real opportunity to experience the ethos of our

message, while selecting produce for the week from the people that supply them. Meet, taste, pick, order and boy do

we deliver.

• Objective is to build community / understanding / relationships / educate

• Opportunity for the consumers to take a deep dive into their senses, touch, taste and hand-select their produce from

the market

2. “The Farm To Fork Banquets” Dining Experiences

• Fresh Direct prides itself upon its ethos of working with the best producers in the country, delivering the very best

ingredients to the customer every day. The “Fresh Fest” Dining Experiences will be the opportunity for our customers

to be exposed to four amazing guest chefs showcasing four of the very best Farmers, Foragers, Ranchers and Fisherman

in the tri-state area.

• Each dinner will be hosted by the events MC Danny Boome, designed to showcase the very best individual ingredients of

our purveyors (Meat, Fish, Vegetarian & Smorgasbord) Our guest chefs will be given the challenge to create an

exceptional menu for their allotted ingredient.

• This will be a limited all-inclusive ticketed event (Food, Drink Entertainment and Travel) hosted at farm venues in and

h around the city.

3. FED TALK (Lectures)

• Fresh Fest is a celebration of suppliers, produce, and values. New and prospective customers will meet and connect

with the Fresh Direct supply chain, giving our achievements, innovations and issues a voice. Just like Ted Talks, FED Talks

will give our suppliers and partners a voice to engage in meaningful discussions that will propel the industry forward.

4. Cooking Demo & Lessons

• Fresh Direct customers are passionate about food. The cooking demos and lessons of “Freshpolooza,” will feed their

thirst for knowledge about who, what and why of dishes and introduce them to new ingredients they had never thought

of using before. Hosted by Celebrity Danny Boome, Danny will cook and interview special guest chefs and Fresh Direct’s

own R&D team.

• Objective to build community / understanding / relationships / educate

• Opportunity for the consumers to take a deep dive into their senses by touching and tasting produce from the market.

• Be introduced to new ingredients, giving the customer confidence when purchasing.

• Learning from the cooks and producers of the Fresh Direct supply chain.

FRESH IDEAS WITH A DIRECT MESSAGE

“ESSENTIAL COOKING”

(*) Example sponsors and location)

In his Food Network series, Rescue Chef, and as a resident correspondent in ABC’s daytime lifestyle show “The Chew,”

Danny Boome has offered viewers creative solutions and a true understanding of the basics necessary for success in the

kitchen. While covering events and dishing on new and exciting food trends, he’s traveled across America and the world

inspiring the everyday cook to be extraordinary in the kitchen.

This summer, Danny joins (*) Fresh Direct & Sur La Table New York, bringing his experience and special brand of fun, high-

energy teaching to a selection of crafted cooking workshops, courses and feature demonstrations. These two-hour sessions

will focus on different cuisines and topics – from easy Italian to knife skills – to help you learn the recipes, ingredients and

techniques and expand your repertoire in the kitchen.

Danny will invite special guests to discuss cuisines, topics and products that complement his fresh perspective and practical,

no-fuss recipes and techniques.

Class Suggestions

1. Cook like KirkClass overview: Trekkies are cooks too! This class delves into the foods and drinks inspired by the Sci-Fi phenomenon, and

introduce participants to molecular gastronomy. Think the Jetsons at mealtime! (Interchangeable with star wars or the big

bang theory)

2. Act like a lady, Cook like a Man! Class overview: Meat, fire and steel. That’s how men cook! This class will focus on grill basics, carving and cooking man-

sized meals, along with premium beer and liquor pairings, For girls who want to act like a lady, but cook like a man!

3. The Newlywed Cooking ClassClass overview: A couple that cooks together stays together! Now that you’re married (or soon to be) learn how to

keep each other happy through food. This class will teach a collection of easy and refreshing recipes that will build the

foundation of your home life together.

4. The Urban Survival GuideClass overview: A NYC apartment is a hard place to cook. The city is even worse for grocery shopping on a budget and

trying to maintain a healthy, balanced diet. USG shows you how to cook in a small kitchen and shop smart while sticking to

your desired budget.

5. Speed Plating, The Cooking Class / Speed Shaking, The Mixology ClassClass overview: A dating event built around a cooking /mixology lesson! Much like speed dating, mixed groups will prepare

different dishes /drinks while getting to know each other. Once the dish is complete, the group tastes it and then moves on

to the next station where they will meet a new kitchen buddy while whipping up another simple dish/drink.

6. Paired up! Class overview: Danny invites guests to spend the evening with him and his wine and beer experts, Joshua Spiro of Fresh

Direct, Winobee editor Stacy DeFino and international sommelier Doreen Winkler will walk you through a selection of wines

and beers, while blowing away your expectations with their food pairings.

7. Holiday Survival Guide (Halloween, Thanksgiving, Hanukkah, Christmas) Class overview: Does the sound of hosting Thanksgiving dinner for family and friends sound daunting? Don’t know how to

make potato latkes like your bubbe? Do you fear your contribution at Christmas dinner will be a disappointment again?

Then the Holiday Survival Guide is just for you! Danny Boome comes to your rescue with his specialized cooking lesson to

help you survive the holidays and wow your family and friends.

8. What goes with what?Class overview: For every day cooks the biggest question is “what goes with what?” Danny Boome comes to your rescue

with his specialized cooking lesson to help you understand the importance of using the right ingredients with the right

spices etc.

Digitalmarketing

1. #PROJECT “DISRUPT THE CHAIN:”

Fresh Direct hits the streets to ask consumers from competitor grocers, what’s in their grocery bags? The Fresh Direct

street team then asks consumer to taste compare our products. Our Fresh Direct team is so confidant that by tasting our

produce, that our new friends will want their money backs! Our PDC team is here to help “Disrupt the chain” by helping the

consumer take there unsatisfied produce back to the supermarkets, seek out the produce manager and demand better.

The PDC team then introduces the consumer to Fresh Direct, orders the same grocery’s for delivery, and then proves that

quality can be delivered and a reasonable price!

• 30 – 60 second video shorts.

• 3-minute extended video to show the whole out come.

Targets• Highlights the problem

• Sets out the challenge

• Taste test

• Cause & effect

• Defining the FD Message

• Introducing and educating the consumer

2. “What goes with what?” #Whatgoeswithwhat

The biggest question every home cook asks, what goes with what? Does ginger go with beef, does cinnamon go with

chocolate, and does marmalade go with fish? These simple instructional videos shot with voice over and quick time laps,

show the consumer what ingredients pair well, inspiring suggestions and upsell the next time they purchase.

• 30 – 60 second video shorts explaining what ingredients pair well with each other.

• 3-minute extended video to show recipe

• Linking back to sales for ingredients

Targets

• Introducing and educating the consumer

• Increase sales on pairing ingredients

• Recipe Suggesting

“You want local sustainably farmed cranberries?...I gotta guy!”

3. “I Gotta Guy!” #igottaguy

(To the Customer) Our guy is now your guy! You can tell your friends with total confidence, when they ask you where did

you get the amazing sustainable salmon, the best in the country no matter, oh “I gotta guy”! You want the best locally

organic sourced zucchini no problem, “I gotta guy”! You want fresh bread delivered every day? No worries, “I gotta guy!

• 30 – 60 second introduction video to the best suppliers in the country.

• Everyone from New York to Istanbul has “A Guy” for almost anything; Fresh Direct has it covered on every food and drink

angle in the U.S.

Targets• Introducing and educating the consumer

• Increase sales on subject product

• Objective to build community / understanding / Relationships

• Consumer ownership and pride within supplier

4. Recipe du Jour #recipedujour

Inspiration is the key to the home cook; Recipe du jour is a collectable series of recipes and videos sent out daily for our

consumers to aspire to create today or tomorrow.

• 30 – 60 second short cut recipe videos of strategic ingredients lead recipes.

• 3-minute extended version to show full-length step-by-step

• Calendar mapped

• Recipes only use 5 ingredients and simple skills to master home culinary excellence

Targets• Introducing and educating the consumer

• Increase sales on pairing ingredients

• Recipe Suggesting

5. 5 Ingredient Fix #the5fix

Every day our customers will go through the dreaded moment when they get home and have to decide what to make

for dinner. And the thought is “ I have nothing in the fridge, what am I going to make?” Fresh Direct has the solution

with 5-ingredient fix. A synchronized email and post goes out to the consumer with a video and recipe of today’s 5-fix.

Consumers are given a time frame to order by. A box of ingredients is pre-packed and delivered.

Inspiration given- food delivered-dinner solution fixed!

• 30 – 60 second short cut recipe videos of strategic ingredients lead recipes

• 3-minute extended version to show full length step by step

• Recipes only use 5 ingredients and simple skills to master home culinary excellence.

Targets• To work in a timely fashion cross departmentally, reacting to stock surges and sales needed.

• Introducing and educating the consumer

• Increase sales on pairing ingredients

• Recipe Suggesting