Greensboro, North Carolina-based The Fresh Market has begun an annual partnership with celebrity chef Anna Rossi.
In her new role as a brand ambassador and spokesperson, Rossi will create recipes, lifestyle content and host a monthly livestreaming shoppable event on the company’s website. The celebration began in March as Rossi hosted, “Plan an Easter to Remember with The Fresh Market and Chef Anna Rossi.” Guests are able to shop during the replay through April 9.
“The Fresh Market has served as a cornerstone of inspiration for me as a chef and home cook for years,” Rossi said.
“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.”
The collaboration is attracting national attention. The Fresh Market, in partnership with Firework, the video commerce leader, was recognized with the Best Live Video Strategy Award at the 2022 Digiday Video and TV Awards. More than 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 viewed episodes.
By leveraging the Firework platform to enable a video driven RMN experience, the grocer believes that providing brands the opportunity to engage, inspire and convert shoppers through a hosted cooking and lifestyle segment will heighten the brand’s visibility in a marketplace where and when shoppers are most likely to transact.
“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 Kevin Miller, chief marketing officer.
“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.”