EMERYVILLE, Calif. —F’real Foods, a manufacturer of blended frozen beverages, has launched its first-ever integrated convenience-store marketing campaign to celebrate its recent brand relaunch.
The campaign, called Choose Your Alternate F’reality, features a virtual reality experience, a multi-platform and live digital event, a social-media challenge, influencer activations and online and mobile advertising. The new platform will be featured on f'real blender screens in various c-store retailers including Maverik, Kum & Go and Cumberland Farms.
"As the leading convenience-store frozen novelty offering, f'real appeals to our consumers by constantly innovating and embracing new technologies on all fronts," said Hayden Perry, director of marketing for f’real Foods. "Recognizing that our millennial and Gen-Z consumers are experiencing burnout culture on a whole new level, we wanted our first-ever consumer campaign to leverage technology that creates a one-of-a-kind customizable experience that is relatable, engaging and simulates the momentary respite that our blend-it-yourself experience provides."
The virtual reality experience requires consumers to plug a custom QR code from f’real’s social channels into their smartphones. Users then have access to f’real’s new portal, which offers information on its new healthier-for-you smoothie and protein shake offerings as well as classic milkshakes. F’real has also launched the #FrealAF challenge on TikTok, which encourages users to share their own Alternate F'reality and create their own content.
In December 2019, f’real debuted variety of new products, redesigned packaging and marketing promotions as part of its new brand relaunch. New fruit and plant-based smoothies included Strawberry Banana, Mango and Acai Berry, while new shakes came in Cold Brew, Peanut Butter and Chocolate and Salted Caramel flavors.
F’real foods, Emeryville, Calif., is a wholly owned subsidiary of Buffalo, N.Y.-based Rich Products Corp. It sells products at more than 19,000 locations in the United States and Canada, including convenience stores, colleges, universities and military bases.
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