Fisher & Paykel Appliances has partnered with fresh food
distributors, Aussie Farmers Direct on a new consumer promotion designed to
take the Ka-Runch campaign further.
Customers buying an eligible Fisher & Paykel refrigerator over the
next two months between 1st December and 31st January 2015 will receive an
Aussie Farmers Direct eVoucher valued up to $200 RRP to use towards the purchase
and delivery of any item from www.aussiefarmers.com.au including the freshest
fruit and vegetables, bakery, cereals, groceries, dairy, meat and organic
items. A rebate cheque will be provided to eligible claimants in
non-serviceable areas that cannot be reached by Aussie Farmers Direct.
Since starting its first milk round in 2005, Aussie Farmers Direct has
become an industry leader in online food shopping with a mission to support
Aussie farmers by sourcing and delivering, fresh, seasonal fruit, vegetables,
organic produce and meat to families around Australia.
Fisher & Paykel’s Senior Brand Manager, Yvonne Hong observes that Aussie
Farmers Direct is a perfect partner for Fisher & Paykel as it has a passion
for delivering fresh produce, while Fisher & Paykel, as the fresh food
expert, has invested over 15 years in perfecting refrigeration technology to
provide the perfect environment to help keep food fresher for longer.
The latest promotion is part of Fisher & Paykel’s overall Ka-Runch
campaign, which promotes food care including the benefits of Fisher &
Paykel’s unique ActiveSmart technology. Promoted on a multi-channel marketing platform
encompassing national television advertising, outdoor roadside billboard and
shopping centre panel advertising, national magazine advertising and high
reach, contextually relevant online advertising, the campaign is combined with in-store
training as well as in-store point-of-sale and consumer promotion to drive
sales and support retailers.
Ms Hong underlines Fisher & Paykel’s commitment to educating
consumers about the best ways to keep food at peak freshness for the longest
possible time, the premise of the ongoing strategy being to develop a
relationship with consumers who will look to the brand as the expert in food
care. A key message of the campaign is that preserving food freshness is not
only good for health and the environment, but also minimises food wastage, and
helps people save money.
An NSW Government study on food waste reveals that the average Australian
household throws away one out of five bags of groceries bought, worth about
$1,036 a year. Much of this waste is food that has perished in the fridge.
According to Ms Hong, Fisher & Paykel’s energy-efficient ActiveSmart
refrigerators have been tested to keep fruit and vegetables fresher compared
with storage on a regular fridge shelf over 14 days. Clever refrigeration
design in ActiveSmart refrigerators will help consumers save money and slow the
ripening process of produce, enabling food to stay fresher for longer.
ActiveSmart refrigerators are available in many configurations and sizes
to suit every lifestyle and kitchen including CoolDrawer, French Door, Door
Drawer, Bottom or Top Mount. Consumer watchdog CHOICE magazine recommended 20
models from the Fisher & Paykel ActiveSmart range in October 2014 including
all non-ice and water models in the 519L door drawer, 519L bottom mount, 442L
bottom mount and 403L bottom mount range.
Information about the Fisher & Paykel Aussie Farmers Direct promotion
is available on the Fisher & Paykel website. Online claim redemption forms
need to be completed by 30 April, 2015.
