Liebherr BioFresh keeps food fresh for up to five times longer. It's been doing that for years with a patented system of climate zones that actually works. The technology was never the issue.
What was missing was a way of talking about it that meant something to the person buying a fridge.
BioFresh had been communicated as a feature: precise temperatures, optimal humidity, 5x longer. All true. But people don't buy freshness technology. They buy the feeling that their food will be okay. That the effort of a good weekly shop, or a seasonal find at the market, won't end up in the bin by Thursday.
The campaign line Preserve what matters is about that. Freshness as a form of respect for the food and the thought that went into choosing it.
We built the campaign around Mikkel Karstad. He's a Danish chef and cookbook author who spent years in Michelin-starred kitchens in Copenhagen and London and then walked away from that. He cooks close to home now, seasonally, for his family. His books are about individual ingredients, five ways to cook a fennel when you've bought five in season. He cares about this stuff in a way that doesn't need any help looking authentic.
A lot of brand ambassador work is casting. Find someone credible, point them at the product. This felt more like recognition: Mikkel's approach and BioFresh's reason for existing end up in the same place. We just had to not get in the way.
So we didn't. We shot at his summer house outside Copenhagen, his kitchen, the forest where he forages with his kids, his family around the table.
The full campaign: film and cutdowns, print, OOH and DOOH, digital and social, POS, website, radio, FreshMAG interview editorial. German and international markets. Production with REJELL. Director Daniel Kremser and photographer Bettina Theuerkauf kept it observational throughout.
