With FreshChoice Cromwell sponsoring the inaugural year of the Lake Dunstan Trail Marathon, FreshChoice knew they had to make the marathon experience something that would stand out for participants as one of the top runs in New Zealand.
THE CHALLENGE
With some of the best scenery in the country along the banks of the Clutha River, we wanted to leverage the beautiful location of the area. We know that runners need to do everything they can to recover post running 42km, particularly to rest their sore muscles and replenish their dehydrated bodies after spending so long in the Central Otago sun.
THE SOLUTION
Tying into the idea of a ‘supermarket chiller’, we offered runners every non-alcoholic beverage they could dream of, hidden in a giant, 2.4m tall FreshChoice branded Chilly Bin. Even better, we made runners get in the ice-cold water for the beverages, giving the added benefit of replenishing their tired and sore muscles. When they walked out to the FreshChoice Chiller, they couldn’t believe their eyes, with juices, soft drinks, energy drinks, flavoured milks and electrolyte drinks revealed.
OUTCOME
- Approx. 580 engagements with runners, supporters and staff, with more than 1,000 visits to the finish line from members of the public.
- Over 450 beverages handed out direct from the Chiller in partnership with our drink suppliers.
- A 97% completion rate, with only 5 declines to get in the water to wade out to the Chiller. Our friendly Brand Ambassadors waded out on their behalf, ensuring everyone was well hydrated!
