"Working Lunch" Targets Lunchtime Surfers 04/22

Drives Huge Results for "Fresh Mixers" Launch

Challenge
Overcome the negative perception that “shelf-stable” products are not fresh and healthy lunch options.

Strategy
Generate awareness and trial by targeting office workers at their desks. We created daily, “office-themed” webisodes accessible via a Fresh Mixers microsite. The webisodes featured the famed Second City improv group. Visitors voted on daily “agenda items,” which the performers then acted out in real time. 

Results
The total campaign generated over 3.5 million visits to the site and well over 2 million live and archived video streams were viewed. In only four months, Fresh Mixers gained a market share equal to 50% the category leader, and among Adults 18-64 the campaign reached a total awareness of over 40%, both far above client goals!