36th Annual Marketing Excellence Award Winner: Fresh Express

PROMOTION

HealthyGameDay

STRATEGY

In 2023, Fresh Express launched its first-ever Healthy Game Day promotion to help sports fans create a winning game day spread. The online and social media promotion was designed to inspire fans to enjoy healthier versions of their favorite game day finger foods, snacks and dips, using fresh and versatile salad products from Fresh Express. It was timed with the start of the college football season.

Throughout the campaign, Fresh Express shared unique game day recipes on its social channels and encouraged consumers to submit a photo of their winning game day recipes with the hashtag #HealthyGameDay for a chance to win a range of prizes.

To amplify the campaign and drive brand awareness, 50 social media influencers created healthy game day recipes using Fresh Express products and shared them across social media platforms.

The campaign was supported by a news release, media relations, editorial content release, and digital advertising on all Fresh Express social media channels.

RESULTS

The 2.5-week campaign generated over 1 billion total impressions and a growth of 1%, compared to a category that declined 3.3% in dollars and 2.5% in units nationally. Additionally, penetration for the Fresh Express brand grew to 7.7% during the promotion or to over 345K new buyers.