For eight years, FreshChoice proudly sponsored the Kepler Challenge, a grueling ultramarathon known for its rugged terrain and demanding conditions. Traditionally, sponsorships involved branding placements like banners and t-shirts. However, with the launch of FreshChoice's new brand platform, 'That’s Shopping Different,' the marketing team saw an opportunity to redefine sponsorship by offering practical support to athletes in a unique and meaningful way.
FreshChoice: Innovating Sponsorship with 'That’s Shopping Different'
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Elite Athletes
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At Cannes 2024 | Silver Lion for Outdoor, Bronze Lion for Social Influencer.
The Challenge
The Kepler Challenge presents a formidable test for endurance athletes, covering 60 kilometers of remote New Zealand wilderness with minimal aid stations. FreshChoice aimed not only to support but to embody their brand ethos of ‘Different’ by providing genuine assistance that would resonate deeply with the race participants.
The Solution
FreshChoice approached sponsorship innovation by moving beyond traditional branding. They conceptualized and executed the "Aid Aisle" – a fully stocked supermarket aisle strategically placed at the 50-kilometer mark of the Kepler Challenge. This unique intervention provided essential supplies crucial for long-distance runners, including electrolytes, energy snacks, medical supplies, and even fresh socks. The Aid Aisle not only supported physical needs but also boosted morale, demonstrating FreshChoice's commitment to the community in a tangible and memorable manner.
Solution: That’s Shopping Different
The concept of 'That’s Shopping Different' came to life through the Aid Aisle, transforming a mundane supermarket experience into a lifeline for marathon runners in need. Placed deep within the challenging race route, the Aid Aisle was not just a sponsorship activation but a testament to FreshChoice's dedication to supporting the local community in extraordinary ways. The aisle was designed with meticulous attention to detail, ensuring it blended seamlessly into the natural environment while minimizing ecological impact.
Results
The Aid Aisle initiative proved to be a resounding success:
- Participant Engagement: Over 90% of the 450 marathon participants utilized the supplies provided at the Aid Aisle, underscoring its value and impact.
- Media Coverage: The campaign generated significant buzz, resulting in 80 pieces of content across various media channels, amplifying FreshChoice’s visibility and reputation.
- Brand Reinforcement: By aligning practical support with their brand platform, FreshChoice solidified its image as a brand that not only talks about being different but also demonstrates it through innovative and community-focused initiatives..
Innovating to Impact
FreshChoice's approach to the Kepler Challenge sponsorship exemplifies innovation in action. By reimagining sponsorship beyond traditional norms, they not only enhanced participant experience but also strengthened brand affinity and community relations. The Aid Aisle initiative showcased dentsu’s commitment to creativity and outside-the-box thinking, setting a new standard for how brands can authentically engage with audiences and make a meaningful impact.
FreshChoice’s Aid Aisle at the Kepler Challenge exemplifies how brands can elevate their sponsorship strategies by aligning them with core brand values and community needs. By delivering practical support in unexpected ways, FreshChoice not only differentiated itself in a competitive market but also fostered deeper connections with consumers and stakeholders. Moving forward, this innovative approach serves as a blueprint for brands seeking to forge genuine connections and drive positive change through meaningful sponsorships.
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