FreshChoice has redefined FMCG sponsorship at City2Surf Christchurch, turning the 12km event into a world-first, live shopping experience.
With more than 10,000 participants, FreshChoice set out to move beyond traditional race-day activation, creating a gamified experience that delivered both engagement and product trial at scale.
At the centre was ‘Add to Cart’, a bespoke system that transformed each runner’s race bib into a virtual shopping cart. As participants moved through the course, RFID-enabled archways triggered real-time product rewards.
FreshChoice Executive General Manager Tim Cartwright said the idea was to add to the fun in a way that provided real value.
"We’re dedicated to supporting local and are proud to stand behind this iconic Christchurch event again," he said.
"This year, we wanted to deliver something unforgettable where all runners could participate in and have some fun with the products offered along the way.”
Each arch introduced mechanics to motivate and entertain runners, including time-based swaps, limited stock drops to drive pace, and a final performance-based reward unlocked at the finish line.
At the end of the race, participants entered a purpose-built FreshChoice checkout to collect the items they had earned, turning the finish into a moment of both celebration and conversion.
The activation was delivered in collaboration with FMCG partners, including Celsius (via Suntory Oceania), PepsiCo, Coca-Cola, Colgate, Griffin's, Sanitarium, Hubbards, Barkers, All Good and George Weston Foods, with tens of thousands of products distributed.
The experience was powered by a bespoke platform developed by dentsu Aotearoa’s Digital & Experience team, integrating RFID, live stock management and dynamic archway mechanics into a seamless system. The result was a large-scale retail experience that blurred the lines between sponsorship, sampling and commerce, giving runners not just a reason to finish, but something tangible to take home.
For FMCG brands, it signals a shift in how sponsorship delivers impact:
- Moving from passive visibility to active participation
- Converting engagement into real product trial
- Embedding brands into moments of effort, reward and celebration
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