We put a supermarket aisle into one of the most remote and hardest ultramarathon races in the world.
THE CHALLENGE
Having recently launched their new brand platform ‘That’s Shopping Different’ dentsu were briefed to elevate FreshChoice’s sponsorship of the Kepler Challenge. Our task was to allow FreshChoice to show up in an unexpected way to drive talkability in the supermarket category dominated by ‘the big three.’
THE SOLUTION
We put ourselves in the shoes of a Kepler runner to find what would truly support them. Imagine you’ve run, walked, or crawled more than 50km through some of New Zealand’s most isolated and punishing terrain. Hunger is striking, electrolytes are low, and blisters are bleeding. You turn a bend and see something. No, it’s not a mirage… it’s a supermarket aisle, stocked with anything and everything you need to reach the finish line. This was the reality for the 450 runners who took on the 2023 Kepler Challenge.
Outcome
- 539,339 organic campaign impressions.
- 80+ pieces of UGC generated, including 65+ social posts.
- 1,139 total runner engagements across the Kepler activation weekend.
- Approx $53,700 in earned media value delivered for FreshChoice
AWARDS
- 1x Silver, 2x Bronze – Cannes Lions
- 2x Bronze – One Show
- 1x Gold, 2x Silver, 1x Bronze – Axis Awards
- 1x Gold – Pressie Awards
