General Electric has launched the GE Freshpedition campaign, which promotes the brand's GE French door refrigerator, a kitchen appliance that was designed to keep food fresher for longer. The campaign, created by BBDO, involves sending GE engineer Justin Berger and celebrity chef Ben Sargent on a 2,000-mile, cross-country trek to deliver fresh food to a desert in Texas.
With the GE fridge strapped to the back of a truck, the GE Freshpedition team set off, and a series of videos has been recorded to capture their adventure along the way. The company also created a dedicated website for consumers to follow the journey, complete with interactive elements like photos, recipes and the ability to explore the features of the fridge.
The GE Freshpedition campaign was devised to demonstrate to consumers the tremendous functionality of the GE fridge in preserving food and keeping it fresh for longer periods of time, even under terrible conditions. This point is driven home as the team demonstrated how the fridge was able to keep perishables like goat cheese and peaches fresh over the 10-day road trip.