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When brands sponsor a live sports experience they don’t usually have such a large impact on the participants – but FreshChoice’s Aid Aisle literally helped them get to the finish.
Challenge
A fresh approach to sponsorship
FreshChoice Head of Marketing, Travis Tompsett says, “FreshChoice have been a proud sponsor of the Kepler Challenge for eight years, and as a sponsor, we've behaved exactly as you'd expect: teardrop banners, branded hoardings, t-shirts, etc. With the advent of FreshChoice's new brand platform: 'That's Shopping Different,' we asked ourselves what does 'Supporting Different' look like?
We know how difficult the Kepler challenge is for any runner, and wanted to show our support to this incredible community but we needed to execute through the lens of ‘Different’."
Approach
Proving out their brand platform
An ultramarathon is 60km and takes 8 hours on average. There are usually small and simple aid stations with water and fruit, nothing like this.
The ‘Kepler track’ is one of the most remote tracks in the country, and runners have to carry an emergency blanket and transponder. The target was 450 incredibly tired (but incredibly passionate) endurance athletes.
Most sponsors just slap their logo on a race. FreshChoice saw this as a chance to prove their new Brand Platform ‘That’s shopping different’. So we did something that actually helped runners get to the finish.
Solution
That's shopping different
We put a supermarket aisle stocked with everything endurance athletes needed 50kms into one of the most remote and hardest ultramarathon races in the world. The beauty of the idea was that FreshChoice didn’t have to pretend to be something they’re not – by putting their service in an unusual place they made it highly desirable and something people wanted to talk about. The familiar elements of a supermarket aisle signage, wobblers, music and announcements became magical and entertaining elements in the leafy green environment.
But an incredible amount of thought also went into the design and construction, so that the aisle was elevated off the forest floor, carried in by hand and there were custom bins provided so there was no impact on the environment.
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Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, businesses and society. Established in June 2022, Dentsu Creative is integrated with dentsu’s Media and CXM businesses in over 145 countries and regions, to offer end-to-end solutions to clients globally.
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