How The Fresh Market promotes pre-made meals via shoppable videos

What's more romantic than livestream programming?

The Fresh Market is placing its bets on a shoppable livestream to promote its Valentine's Day offerings, with a focus on meal prep for the Feb. 14 holiday.

The shoppable livestream featured television chef and food writer Anna Rossi and chef Chen McCarthy, food developer for The Fresh Market.

Kevin Miller, chief marketing officer for the Greensboro, North Carolina-based supermarket operator, says the livestream ties into the retailer's reputation as a special occasion destination.

"Shoppable videos are a large component of our retail media strategy," Miller says. "The shoppable livestreams, which range from 20 to 45 minutes, provide a unique shopping experience in the digital space that allows us to expand our audience reach and attract new customers to The Fresh Market."

Participants were able to buy products during the 45-minute event, which is also available on replay, and as well as interact and engage through polls and a live chat, he says.

The place to be for Valentine's Day meals

The Valentine's Day event is The Fresh Market's fifth shoppable livestream in the last nine months. Livestreams in 2022 included the opening of a new store in Palm Beach Gardens, Florida, along with events centered around The Fresh Market's 40th anniversary, Thanksgiving and the holiday season.

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The combined viewership of The Fresh Market's first four livestreams exceeded 2 million views, says Miller, who adds that the conversion rates of the special occasion meals featured in the livestreams were more than 300% greater than the retailer's traditional digital advertising results.

A key objective of the livestreams is to reach existing and new shoppers through a new medium. "We're providing our guests the ability to be inspired and shop online by bringing our products to life through the power of 'shoppertainment,'" he says.

The Fresh Market announced in August that its video content surpassed 365 days of total watch time. Its short-form, shoppable video and live commerce content are viewed across the company's owned media channels, supported by the Firework shoppable video platform.

The Fresh Market is positioning its fully prepped, read-to-cook meals as Valentine's Day options for couples or families. Selections include a $59.99 Valentine's Meal for Two with a choice of entrees that include premium choice chateaubriand cut filet mignon, lump crab cakes, wild North Atlantic lobster tail or a combination, for couples with different tastes.

A Valentine's Prime Rib Meal, at $49.99, includes fully cooked prime rib; the Valentine's Day Brunch for Four, at $25 offers quiche Lorraine, and broccoli cheddar quiche or spinach tomato quiche.

The Fresh Market operates about 160 stores in 22 states.