Earlier this summer, BBDO and GE planned a cross-country road trip for a Cooking Channel chef, a GE engineer…and a French door refrigerator. Behold the first-ever Freshpedition.
Based on the insight that product testing—especially with an advanced piece of equipment—is not enough to convey a new product’s performance to the consumer, GE decided to put its new state of the art French door refrigerator the ultimate test, sending it on a 2000-mile road trip in the back of a pickup, uncovered, hooked to a generator.
Webisodes on the Freshpedition site chronicle chef Ben Sargent and engineer Justin Berger’s road trip into the heart of a Texas desert to visit wildlife biologist Ron Thomson, who had been missing home and hot meals for months. The idea was to use the fridge to carry fresh produce gathered during their 10-day drive, and use the ingredients to cook Ron a hot, tasty meal. In storing their culinary treasures, Justin talks the viewer through features of the refrigerator that will keep a given particular ingredient fresh for days. Even better, the Freshpedition site also features Instagram pictures taken during the trip, 360-degree views of places the pair visited, and recipes of the food Ben cooks for Ron at the end of their journey.
These lighthearted and touching videos evoke a Travel Channel-esque feel, and make viewers grow fond of the hosts as well as the fridge itself. Take a look, and see just what imagination can do.