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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Choose Your Alternate F’reality (#FrealAF)

Entered in Food & Beverage, Integrated Campaign, Multi-Platform Campaign

Objective

Our challenge was to increase brand awareness, highlight a new packaging refresh and new, healthier options (smoothies and protein shakes) to the market, by attracting new consumers and converting current consumers into super fans. We looked to c-stores to fuel growth in by developing a campaign that was as unique as its target audience— Gen Z. 

Strategy

To engage f’real’s Gen Z consumer audience, we developed an emotionally resonant campaign which brought to life a chill blend-it-yourself Alternate F’reality. 

In order to generate buzz and excitement we kicked the campaign off with the #FrealAF TikTok challenge, which encouraged users to show off their own unique Alternate F’realities. We then hosted a multiplatform live event on Instagram and TikTok which featured drop-ins from popular Gen Z social stars who contributed a variety of content from live performances, to taste testings and dance tutorials. Throughout the challenge and event consumers were entered to win exclusive giveaways, campaign merchandise and a grand prize.  

Additionally, to meet Gen Z consumers where they are, their mobile devices, we developed a first-of-its kind 360° virtual reality experience which opened a portal to the #FrealAF world, where users could customize their flavors and thicknesses.

Following the live event and portal opening we positioned f’real as an innovator within the C-Store space garnering earned media coverage within trade and marketing publications. The campaign creative continues to additionally be leveraged in-stores, on digital, social and f’real owned channels.

Results

In 1 month we acheived the following results:

Media

Video for Choose Your Alternate F’reality (#FrealAF)

Produced by

Demonstrate, F'real Foods LLC

Link

Entry Credits

About the Shorty Awards

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