FreshChoice and dentsu turn City2Surf into a virtual shopping spree

FreshChoice and Dentsu Creative have created ‘Add to cart’ for Christchurch’s annual City2Surf.

The South Island’s largest fun run sees more than 10,000 novice runners stepping out of their comfort zone. To add extra motivation, FreshChoice incorporated virtual ‘shopping carts’ hidden in each runner’s racing bib.

It’s not the first time FreshChoice has shown up at a sporting event. In 2023, it created the Aid Aisle activation at ultramarathon event, the Kepler Challenge. The aisle was a pop-up supermarket located 51 kilometres into the course that had everything a runner might need, from electrolytes to bandaids and fresh socks.

At the 2026 City2Surf, prize arches were placed throughout the track and as runners passed under them, it triggered an RFID tag inside their racing bibs, adding free grocery items to their virtual ‘carts’.

Each arch was designed to reward and entertain runners. Some challenged participants to choose between two polarising products. Others rewarded a final sprint with a Powerade. And a few playfully penalised slower runners with a leek or a brown onion.

World-first innovation

Beyond the finish line, crowds of runners used their racing bibs to collect items at the FreshChoice checkout area.

A 30-lane checkout stocked with more than 60,000 products, supplied by a range of FreshChoice suppliers including Suntory Oceania, PepsiCo, Coca-Cola, Colgate, Barkers, Hubbards, Griffin’s, Sanitarium, AllGood and George Weston Foods.

The activation’s bespoke tech system is developed by dentsu Aotearoa’s digital & experience team. It integrated individual arch mechanics, animated displays, RFID sensors, stock management and checkout interfaces, all connected via Starlink and housed in durable truss frames built to withstand Canterbury winds.

Gamified shopping experience

FreshChoice executive general manager Tim Cartwright says the idea was to add to the fun, in a way that provided real value.

“We’re dedicated to supporting local and are proud to stand behind this iconic Christchurch event again.

“This year, we wanted to deliver something unforgettable where all runners could participate in and have some fun with the products offered along the way.”

This effort saw tens of thousands of products handed out, serious brand exposure for FreshChoice and its partners and more than 10,000 runners experiencing a gamified (free) shopping experience.