Beko launches biggest ever multi-channel campaign

Beko is about to launch its biggest ever multi-channel campaign to raise awareness of its HarvestFresh cooling technology – its three-colour light technology which mimics the sun’s natural 24-hour cycle, preserving vitamins A and C in fruit and vegetables for up to five additional days.

The £2.5m 360 campaign, which runs from 2 May to 31 July, is expected to reach 44 million people across TV and digital channels and will be featured on some of the most watched TV programming this Summer. The latest endeavour from Beko incorporates multi-channel retail investment with demonstrators and training across key stockists to further drive conversion.

As an additional purchase incentive, Beko is launching its Veg Pledge initiative for the second time, offering consumer’s up to £150 worth of free fruit and veg with each qualifying purchase of a HarvestFresh Fridge Freezer.

For every claim of the promotion, Beko will donate one box of fruit and veg to Barnardo’s, the UK’s largest children’s charity. Since partnering with Barnardo’s in 2014, Beko has donated over 800 appliances to families across the country, as well as young people leaving care. In addition, the brand’s 2021 Veg Pledge initiative pledged over 4,000 boxes of fresh fruit and vegetables to Barnardo’s beneficiaries.

Vijay Bhardwaj, Marketing Director at Beko UK and Ireland, said: “After the success of last year’s activity, we are thrilled to be bringing back an even bigger HarvestFresh campaign this Summer.

“We are proud to be able to provide ground-breaking cooling technology to our consumers, that not only are a stylish addition to any kitchen, but empower households to live healthier, happier lives.

“And we’re delighted to bring back our Veg Pledge this year – now more than ever we need to pull together for those that need support the most, so we are pleased that, while we can play a part in giving back to local communities, we can also help raise awareness for this brilliant charity and its work.”