BOSCH | Fresh Stone-Age Meat | 2010
Dinosaur meat, fresh today / BOSCH "Fresh Stone-Age Meat"
Mammoth steak in the freezer aisle. Dinosaur leg cuts. Saber-tooth tiger fillet. Packaged up like they're totally real products, sitting right there on the shelf. The confused faces of shoppers walking by? Priceless.
The problem
When you want to explain how good a fridge is at keeping food fresh, just saying "it lasts a long time" doesn't really land. Numbers and spec sheets don't help either—people just walk right past them while shopping.
The insight
How do you show "this keeps food fresh for an incredibly long time"? The answer was simple: make a joke about Stone Age meat that's still somehow fresh.
The idea
DDB Berlin created dinosaur legs, mammoth steaks, and saber-tooth tiger fillets, packaged them in trays that looked completely real, and placed them in the freezer sections of 24 supermarkets across Germany for one week. Shoppers did double takes, laughed, took photos—and learned about BOSCH's VitaFresh technology.
What happened
Over 6 days, the stunt reached an estimated 75,000 people. Website visits increased by 236%, and time spent on the site increased by 530%. The campaign won Silver at Cannes Lions in 2010.
Afterthought
It's amazing that a fridge promotion can be this funny. Putting it in a supermarket—a place where people are seriously shopping—is exactly what makes it so convincing and so funny at the same time. I wouldn't mind trying a bite of that mammoth meat myself.
Awards
- Cannes Lions Gold 2010
