What's your Freshness IQ?
July 24, 2012
How do you tell if your food is fresh? Do you check expiration dates, resort to the "smell test," or cross your fingers and hope that glimmer across your grilled chicken is merely seasoning? With American households throwing away an average of 500 pounds of food a year, totaling $600 or more, we'd say it's time for a lesson on proper food preservation.
As the pioneer of dual refrigeration, Sub-Zero, Inc. knows how to expertly preserve food. It sets the brand apart from competitors, but how do we tell this story in a new, exciting way?
Understanding that the best way to not only reach but engage an audience is through digital interaction, Richards Partners came up with a fun online quiz based on the top dos and don'ts of proper food storage:The Sub-Zero Freshness IQ Challenge.
Just months after its spring 2012 launch, the quiz reached a 10,000 participant milestone mark. Sub-Zero has not only helped spread freshness storage knowledge to 10,000 people but has also donated $10,000 to FoodCorps, one of the nation's leading food education nonprofit organizations. In partnering with FoodCorps, Sub-Zero is donating one dollar for every quiz taken—up to $25,000.
The quiz breaks down into three sections, covering general food preservation knowledge, fresh food placement and the impact of ethylene gas. A cumulative Freshness IQ score is given at the end of the quiz, as well as a notification of the donation to FoodCorps and the opportunity to post results on social media platforms. Interestingly, more than half of respondents fail the quiz!
The Freshness IQ Challenge is Sub-Zero and Wolf's first digitally interactive project. We are thrilled to be a part of an interactive campaign of this magnitude and are excited to get the nation thinking about food preservation in a whole new way!