HarvestFresh Launch Campaign – Beko Egypt

Beko Egypt's biggest campaign to date — the HarvestFresh Launch Campaign (2021) — was designed to increase brand awareness and equity while spotlighting Beko's innovative cooling range.



The campaign centered on HarvestFresh technology: a 3-color light system that mimics the natural light cycle fruits and vegetables experience while still growing outdoors, preserving vitamins A and C for longer to support a healthier lifestyle.



Campaign Theme: #InspiredByNature

Goal: Promote healthy living and position Beko as the go-to home appliances brand, with a focus on HarvestFresh technology.



Execution:

- Teaser & reveal phases in collaboration with 7 high-affinity influencers

- Influencers cooked healthy meals, challenged followers to live healthier, and gifted 2 followers a brand-new Beko fridge

- Photoshoot and video recipes produced to present the campaign in a fresh, distinctive way

- Toll station activation at the Cairo-Alex highway: Beko ushers handed out giveaways, HarvestFresh brochures, and fresh fruit & vegetable baskets to cars heading to the North Coast



Results:

- Top performing posts (local copy cutdowns): 10.1M views & 27M reach

- Facebook fan base grew by 1,400

- Instagram fan base grew by 4,100

- 72 total contest submissions received