Skip to content
Close
RFI/RFP
Request Demo
RFI/RFP
Request Demo
PLATFORMS
BLOYL Customer loyalty Platform
Enterprise customer loyalty platform for engagement, promotions, and rewards 
BENGAGED B2B Loyalty & Incentives Platform
Create B2B loyalty and channel incentive programs that increase retention and sales 
FEATURES
SERVICES
background-box-green-2

Boost Revenue and Market Share with a High-Impact Loyalty Program

Request A Demo
PROMOTIONS
SERVICES
FEATURED CONTENT
playbytherules - content thumbnails
The Complete Legal Guide For Running Sweepstakes, Contests, & More.
blue-image-box-min

Ready To See How It All Works? 

Request Demo
By Industry
BY USE CASE
Featured Content
debate-header-img
The Great Loyalty Program Debate: Are Points and Rewards Still Relevant? 
background-box-green-2

Unlock Your Brand's Potential 

Boost customer engagement and fuel revenue growth with strategic loyalty and promotions programs. 

Learn More
RESOURCES
Blog
Get the latest insights, trends, and thought leadership from our team  
Growth Center
Explore our knowledge hub of essential topics for loyalty, incentives, and more
Case Studies
See our clients' success stories
Ebooks & Guides
Deep dive into essential topics for loyalty,  promotions, incentives, and more. 
FEATURED CONTENT
marketing-echo-chamber-nav
Escape The Marketing Echo Chamber To Earn True Customer Loyalty 
bottom banner
Photo Contest Promotion

Fresh Express Serves Up a “Summer of Caesar” With a Photo-Driven Consumer Contest

See how a playful photo challenge turned loyal salad fans into brand storytellers while delivering rich data and content Fresh Express can use for future growth.

fresh-express-header-2
PROJECT GOALS
Drive product trial, collect first-party data, and generate authentic consumer content.
CLIENT

FEX_Logo

 
PROVIDED SOLUTIONS
Photo Contest
Promotion Overview

The Challenge

Fresh Express has long held the #1 spot in the Value-Added Salad category, thanks in part to its constant flavor innovation. But even a market leader must keep shoppers curious and engaged.

Heading into peak grilling summer season, the Fresh Express team wanted to:

  • Drive product trial of its 12 Caesar salad kits among new and existing customers.
  • Capture first-party data to deepen consumer understanding.
  • Collect authentic user-generated content that could inspire social media followers and fuel future campaigns.

To achieve this, Brandmovers crated an engaging summer photo contest that was equal parts fun, flavorful, and insight-rich.

fresh-express-circle-1
How It Works

The Big Idea: The Fresh Express Summer of Caesar Contest

The campaign challenged salad lovers to fire up their creativity by crafting their own Fresh Express Caesar masterpiece and sharing it with the world. At the heart of the promotion was a dedicated microsite where fans could show off their salad-making skills by:

  • Registering to enter by providing their name, contact information, etc. 
  • Uploading a photo of their inventive Caesar creation.
  • Completing a short survey about favorite kits, dream flavors, and new product ideas.

The survey doubled as a market-research goldmine, giving Fresh Express direct feedback for product development and marketing.

To match the summer theme, the contest offered outdoor-entertaining rewards:

  • Grand Prizes (3): A Weber grill package, $500 gift card, three months of Fresh Express salads, and a branded insulated tote.
  • First Prizes (10): $50 gift card, one month of salads, and an insulated tote.

Entries were judged on Creativity, Freshness, and Appetite Appeal, ensuring that quality and brand fit shone through.

Results

A Fresh Take on Consumer Engagement

With the "Summer of Caesar" contest, Fresh Express proved that even a category leader can find fresh ways to surprise consumers. The campaign provided a feast of customer engagement and insights to fuel the next wave of flavor innovation.

User-Generated Content at Scale
A collection of fresh, vibrant salad photos captured directly from fans gives Fresh Express authentic UGC that can be used for brand advocacy across social channels and marketing. 
Stronger Customer Connections
By celebrating fans’ creativity and rewarding their participation, Fresh Express deepened loyalty among both longtime customers and new buyers drawn in by the contest buzz. 
Rich First-Party Data
Detailed entry forms and survey questions captured beneficial first-party customer data and delivered a clear view of shopper preferences to helping assist future product development.
Promotion Highlights

Key Takeaways for CPG Marketers

  • Pair Participation With Insight. A fun photo challenge doubled as a structured survey, producing both content and actionable data.
  • Reward Lifestyle, Not Just Product Use. Summer-ready prizes like a Weber grill reinforced the brand’s positioning as part of outdoor entertaining and family meals.
  • Keep Barriers Low, Energy High. A simple entry process and optional video kept engagement easy while encouraging creativity.
fresh-express-upload-1

See our digital promotions in action

Discover how you can use digital promotions to drive your goals and boost your brand's success.
Request A Demo

Incentivize Action and Amplify Reach With Engaging Promotions

Whether you’re launching a new product, celebrating an event, or want to capture user-generated content, we’ll help you design a strategic and creative promotion that achieves your goals.

Connect With Our Team