Every pet owner knows the motivating power of food. French sneaker brand Kalenji tapped into this when promoting its new Eliorun shoe, developing an #EatYourRun campaign which rewarded runners with a proportionate amount of free food to the kilometres they’d clocked up.
Kalenji partnered with Parisian creative agency Rosapark on the campaign. Participating media were given a pair of Eliorun shoes and an invitation to a dinner in Paris at restaurant 6 Paul Bert. Over the two weeks prior to the dinner, the runners monitored their activity, and then cashed in their kilometres for gourmet courses at the restaurant.
The campaign was intended to emphasise Kalenji’s focus on pleasure over performance, says Rosapark.
“At the heart of #EatYourRun was the idea that that running and gastronomy can go hand-in-hand and that jogging should be an enjoyable experience.”