From the moment FreshBox launched its Ultimate Burger Box, it became clear the idea had struck a chord with consumers.
Priced at just NZD 69 and packed with a full NZD 179 worth of food, drink, and handy extras, all 2,000 boxes sold out in a rush of demand.
Inside the box, consumers discovered everything they needed for perfect burger nights, from premium beef and chicken patties, bacon, and gourmet brioche buns to chips, tangy pickles, sauces, slaws, cheddar slices, and indulgent treats.
Even practical essentials like paper towels and dishwasher tablets were included, demonstrating that the idea was more than an assortment of products; it was an experience in a box.
At the heart of the FreshBox has been its Chief Visionary Officer, Mark Nelson, whose hands-on approach has shaped the brand from day one. Fresh Box has been built on teamwork, passion, collaboration, and a shared belief in bringing quality and convenience to Kiwi households.
With a commitment to every step of the process, Nelson said that packaging played an essential role in the FreshBox experience. The way the brands and products were presented, layered, and revealed was designed to make opening the box feel like an event.
“Unboxing videos are popular, especially among Gen Z and millennials. We wanted every FreshBox to deliver that same excitement, like opening Christmas presents.”
The Ultimate Burger Box was crafted as a themed experience. Every product and brand was carefully chosen to work together, giving shoppers a recipe-led, collaborative experience.
“A recipe is a collaboration of ingredients. You can enjoy bacon on its own, or combine it with buns, cheese, and eggs to create something even better. That’s the FreshBox ethos.”
Read more in the latest issue here
