VitaFresh – super cool marketing promotion

Imagine you have a great new cooling technology to extend the freshness of food; the result of innovative technical thinking by your R&D team.

Imagine you now have to convince acutely cost-conscious food retail outlets to install your new technology in their store.

In the keenly competitive food retailing market, just having a technically superior product won’t cut it. You have to win over not just the minds (and hearts) of the hardnosed retailers – but also their hip pockets.

To paraphrase an old adage: If the way to a man’s heart is through his stomach, then the way to a retailer’s heart must be through their customers – right?

That’s what DDB Berlin (the agency charged with the challenge of launching VitaFresh) had in mind when they developed an innovative campaign designed to push sales to retailers through the enthusiastic ‘pull’ created by their customers interest in the technology.

Making history with prehistory
In the words of DDB Berlin, “How extremely long the new Bosch VitaFresh cooling technology preserves the freshness of food, was convincingly demonstrated to our target group at a place where freshness matters to them the most: in the supermarket.”

In a brilliant flash of creative insight, the agency decided to dramatise the ‘extremely long’ cooling power of
VitaFresh by reaching back all the way to the Stone Age.

“Fresh Mammoth steaks, juicy Dinosaur legs and tender Sabertooth fillets, distinctively labeled fresh Stone Age meat… were placed in the freezer sections of supermarkets for one week. Furthermore, we attracted the attention of customers through leaflets and supermarket announcements.”

A very modern twist
What raises this strategy from the brilliant to the truly memorable is the way the agency leveraged interest at the point of sale with an instantly accesible link to a website that gave customers further information about the product and the promotion.

As DDB Berlin explains: “Thanks to a QR-Code on the food-dummies, curious people were directed to a web special for more information about the new cooling technology VitaFresh.”

Taking advantage of the popularity of smartphones and their ability to scan QR codes gave bottom line conscious retailers, yet another reason to embrace the new technology that was winning their customers interest.

Getting them at a time when their interest in the super cool technology was ‘hot’, was a powerfully persuasive
demonstration of how brilliantly imaginative promotion can be anchored in hardnosed, revenue-generating
business sense.

Cannes it win?
It’s not surprising that the Bosch VitaFresh promotion was shortlisted at the prestigious Cannes Promotional Lions.

As DDB Berlin says: “ In 6 days we reached approx. 75,000 people in 24 supermarkets. The web special attracted 236% more visitors with a 530% increase in length of stay.”

When you consider that VitaFresh was a highly technical product, seeking to gain a foothold in a highly competitive market, the interest generated by the promotion is a result both the client and the agency have every reason to be proud of.

Make marketing and advertising history of your own.
Call Imagine Creative on: 1300 139 398 or visit: www.imaginecreative.com.au