New f’real Marketing Campaign Intended to Boost C-Store Visits

Targeting Gen Z, millennials with online feature to locate nearby milkshake machines
The f’real brand is launching an immersive marketing campaign
Photograph courtesy of Rich Products

The f’real brand is launching an immersive marketing campaign it hopes will drive Gen Zers and millennials to convenience stores to cool off with a milkshake or smoothie.

C-store operators who have a f’real machine can participate in the campaign by posting graphics and link to the f’real finder on their own social channels.

Using colorful, otherworldly graphics, the “Discover Your f’real” campaign entices consumers to visit and locate retailers nearby that have a f’real machine, the Emeryville, California-based company said.

More than 24,000 locations worldwide offer f’real, including c-stores, foodservice areas, college campuses, and more, where shoppers can create their own milkshake or real-fruit smoothie in about a minute, said f’real, which joined the Buffalo, New York-based Rich Products portfolio in 2012.

The campaign, playing on movies, streaming shows, games and social posts portraying strange and unexplainable themes, focuses on Gen Z’s curiosity for new experiences, encouraging them to take the leap and discover a nearby f'real location, the company said. It launched in May with two videos showcasing the product and blending experience in an entertaining way.

The second phase launches this week, with two new video spots that expand on the theme and focus on the blending process. The campaign runs through the end of October using organic and paid social media, influencers, YouTube, connected TVs/streaming apps, TV at the pump and search engine marketing.

The f’real turnkey self-serve program enables c-stores to offer milkshakes and smoothies without adding labor. Consumers pick a flavor from the freezer, peel off the top and place their cup in a blender, where they choose their favorite thickness. C-stores can offer up to seven core milkshake flavors made with real milk and three smoothies made with real fruit and less sugar—plus limited-edition flavors released each year.

Rich Products manufactures a variety of foodservice products ranging from pizza, seafood and salads to cakes, cookies and icings. The family-owned company operates in more than 100 countries and has annual sales exceeding $4 billion.

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