Fresh for summer: Beko launches biggest ever cooling campaign

Beko has launched its biggest ever multi-channel campaign this summer to raise awareness of its HarvestFresh cooling technology.

Committed to empowering new generations to live healthier lifestyles, through this new campaign, the manufacturing giant intends to showcase how HarvestFresh can help UK households do this. Through its three-colour light technology, HarvestFresh mimics the sun’s natural 24-hour cycle, preserving vitamins, A and C in fruit and vegetables for up to five additional days.

The integrated campaign, running from 7 June to 1 August, includes national TV advertising that raises awareness of the technology, as well as celebrates the brand’s partnership with FC Barcelona. The creative revolves around the football players convincing a little girl to eat her carrots, in a heart-warming feel good advert which is set to reach 46 million people on TV and digital, live during some of the nation’s favourite shows including Good Morning Britain, Location Location Location and Sunday Brunch, as well as across Euro 2020 games.

There is also multi-channel retail investment including online training, colleague engagement and retailer campaigns both instore and online, to drive conversation of HarvestFresh products at point of purchase.

To further incentivise consumers to eat healthier, Beko is offering £100 worth of free fruit and veg with each qualifying purchase of a HarvestFresh Fridge Freezer to help kick start their healthy lifestyle as part of its Beko Veg Pledge initiative in partnership with charity Barnardo’s. For every claim of the promotion, one box of fruit and veg will be automatically donated to a Barnardo’s beneficiary as part of the initiative, offering them a helping hand.

Vijay Bhardwaj, Marketing Director at Beko UK and Ireland, said: “Summer is notoriously a busy season for fridge freezer sales, so we’re delighted to be launching our biggest ever campaign for HarvestFresh.

“We’re always looking for new ways to communicate Beko’s core purpose of empowering consumers to live a healthier, happier life. Through products like HarvestFresh and its cooling technology, we’re demonstrating that it’s not just an aspiration, we’re equally committed to providing the solution.

“In addition, our Veg Pledge enables us to give back to local communities, through our charity partner Barnardo’s. We have supported them for a number of years now, and we hope this new initiative not only helps underprivileged families in the UK, but also raises important awareness for the charity and the amazing work they do.”