Home appliance brand Beko has launched its biggest ever multi-channel marketing campaign this summer to raise awareness of its HarvestFresh cooling technology, which is said to be a first for the UK market.
Beko, which is a Retra Associate Member, intends to showcase how HarvestFresh can help UK households to live healthier lifestyles.
The innovative three-colour light technology mimics the sun’s natural 24-hour cycle, preserving vitamins, A and C in fruit and vegetables for up to five additional days, claims Beko.
The brand’s integrated campaign, which is worth more than £2 million, runs from June 7 to August 1 and includes national TV advertising that raises awareness of Beko’s HarvestFresh cooling technology, as well as celebrating the brand’s partnership with FC Barcelona.
The ad creative, which revolves around the football players convincing a little girl to eat her carrots, is set to reach 46 million people on TV and digital, live during TV shows including Good Morning Britain, Location Location Location and Sunday Brunch, as well as across Euro 2020 games.
To further incentivise people to eat healthier, Beko is offering £100 worth of free fruit and veg with each qualifying purchase of a HarvestFresh fridge-freezer to help kick-start their healthy lifestyle, as part of its Beko Veg Pledge initiative in partnership with charity Barnardo’s.
For every claim of the promotion, one box of fruit and veg will be automatically donated to a Barnardo’s beneficiary as part of the initiative.
There is also multi-channel retail investment including online training, colleague engagement and retailer campaigns both in-store and online, to drive conversation of HarvestFresh products at point of purchase.
Vijay Bhardwaj, marketing director at Beko UK & Ireland, said: “Summer is notoriously a busy season for fridge-freezer sales, so we’re delighted to be launching our biggest ever campaign for HarvestFresh.
“We’re always looking for new ways to communicate Beko's core purpose of empowering consumers to live a healthier, happier life. Through products like HarvestFresh and its groundbreaking cooling technology, we’re demonstrating that it’s not just an aspiration, we’re equally committed to providing the solution.
“In addition, our Veg Pledge enables us to give back to local communities, through our charity partner Barnardo’s. We have supported them for a number of years now, and we hope this new initiative not only helps underprivileged families in the UK, but also raises important awareness for the charity and the amazing work they do.”
