Client:
Freshways
Challenge:
The Freshways re-launch included updated packaging, range improvements and new environmentally friendly packs. The brief for this activity was to raise awareness of the re-launch and to encourage trial.
Solution:
Consumers were encouraged to ‘Take a fresh look at Freshways'. The four-week all-Ireland campaign was highly targeted, interactive and engaging. Elements of the campaign included a brand ambassador programme, targeted sampling, radio partnership & digital strategy.
Two Freshways brand ambassadors travelled in a fully wrapped promotional vehicle and personified the engaging and trustworthy traits of the brand.
Consumers enjoyed complimentary fresh sandwiches and wraps, which were distributed from refrigerated vans prior to and during lunchtimes in high footfall areas. Theme for this activity was "Who said there is no such thing as a free lunch?" Brand ambassadors personally delivered hampers of useful branded items into to workplaces.
A radio promotion ran on the RTÉ 2fm "All Request Lunch", which strengthened the association with Freshways and the lunchtime occasion. A digital strategy included website, online competition & online ads.