To promote their VitaFresh line of fridges, Bosch decided to surprise shoppers offering fresh meat from long long time ago. The packed dinosaur, mammoth and sabertooth beef was placed at the cold section of supermarkets to communicate the message of freshness in a way hard to miss.

Apart from becoming a great talking point, a QR code on the label directed people to a website with more information. It won two Promo & Activation Silver Lions for Best Use of Merchandising / In-Store Marketing, including Promotional Packaging and Other Consumer Products (including Durable Goods).

Regional Executive Creative Director Geometry Global Asia Pacific