The Gardenburger GardenFresh experience was an innovative and immersive use of marketing that reintroduced the Gardenburger brand to America. The goal was to get people to step back and take a closer look at the food they eat on a daily basis.At the center of the campaign was a mobile vegetarian café/experience designed to travel around the US and bring innovative Gardenburger dishes to the people.Gardenburger GardenFresh Mobile Cafés were equipped with full service kitchens and featured live cooking demonstrations. Each Café also featured sustainable gardening demos centering on edible herbs and plants.We partnered with a group of accomplished and up-and-coming chefs and challenged each one to develop an innovative and unique menu featuring Gardenburger.

The Gardenburger GardenFresh™ Mobile Café was a painted van that converted to an outdoor cafe at public events, complete with known chefs, who created new recipes that proved Gardenburger could be more than just a patty on a bun.

The Gardenburger GardenFresh experience was very successful on both consumer and client levels.

During the course of the programme, year over year sales in key markets grew an average of 167% and sales for the 5 core Gardenburger flavours (heavily promoted during the events) grew by 47%+ in target markets.Coupon redemption had always been steady for the product, but we achieved a 50% increase over the average redemption rate as a result of the effort.Consumers flocked to multiple events, tracking the locations where the café would show up next through Twitter and Facebook and enjoyed over 40,000 product samples; 6x the number of samples distributed through the previous year’s events.Retailers benefited from the events as well; Gardenburger increased distribution activity 17% on average, improving by up to 75% in some cases, particularly amongst newer flavours based on consumer demand for the product.