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.
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.
In 1 month we acheived the following results: