To create an impactful advertising campaign increasing visibility and awareness of American cranberries, mk² launched a city bike promotion in Paris for their client, Cranberry Marketing Committee (CMC). This attention-grabbing promotion took place in three central districts of Paris with more than 420 Velib rental bicycles equipped with cranberry samples and promotional items like clean pads for smartphones.
The bicycle baskets were outfitted with cranberry-themed covers which allowed not only cyclists to see cranberry messaging, but pedestrians as well. In addition to the eye-catching visuals and giveaway items, the bikes held informational brochures to educate French consumers about the nutritional value of cranberries and how to integrate them into a daily diet. In total, the campaign was estimated to have a promotional reach of 2.9 million potential consumers.