Imagine running 60km, and as you enter the last hurdle, you're treated to the ultimate supermarket aisle, with anything you need to get you through to the end. That's precisely what Kepler Challenge runners were treated to yesterday, thanks to FreshChoice.
Built specially to fit the Kepler track, the FreshChoice' Aid Aisle' was stocked with flat soft drinks, salty goods, chafing cream, fresh fruit and sweet treats to ensure there was something for every runner. Runners could pick up whatever they were craving or have it packed and delivered at the finish line to fuel their post-race celebrations.
The surprise Aid Aisle was positioned 51km into the Kepler track. It was first met with bewilderment from exhausted runners, quickly turning into joy when they learned they could help themselves with all the snacks and supplies needed to get them to the finish line.
The Aid Aisle was designed to pop up and disappear without leaving a trace on the track, propping reusable supermarket shelving above ground level to protect the track, using recyclable signage throughout, and donating all leftover unopened food to Fiordland Community House – helping to fuel the Te Anau community.
FreshChoice Head of Marketing, Travis Tompsett, said that FreshChoice has been a proud sponsor of the Kepler Challenge for eight years. As a sponsor, it has behaved precisely as customers expect: teardrop banners, branded hoardings, t-shirts, and more.
"With the advent of FreshChoice's new brand platform: 'That's Shopping Different,' we asked ourselves what 'Supporting Different' looks like. We know how difficult the Kepler challenge is for any runner, and we wanted to support this incredible community. We needed to execute through the lens of 'Different'," said Tompsett.
Traditionally, race stations are simple and offer runners the basics they need to get to the finish line.
"But for taking on a challenge as extreme as the Kepler, we felt FreshChoice's aid station had to be equally extreme. The last 10 kms of the Kepler are the worst – blisters are forming, hunger is striking, and electrolytes are low. How could FreshChoice help runners make it through to the end? How about giving them a supermarket."
In its 35th year, entries booked up in just 3 minutes, and hundreds of people were on the waitlist, with 450 of New Zealand's most fearless runners and their supporters heading to Te Anau from across the country to participate in the challenge. In 2022, the Kepler Challenge brought approximately 2,000 visitors to Te Anau, vastly boosting the local economy and businesses, including FreshChoice Te Anau (the only major supermarket in the region for its 2,700 residents).
Kepler Committee Chairman Steve Norris said it was a fantastic weekend for the town, region and community. This brings plenty of like-minded people into the area to enjoy the Kepler Track and the Fiordland National Park.
"Always a joy to see the immense satisfaction on the face of the runners as they cross the finish line, having achieved their challenge," said Norris.
