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GE Follows Fridge On 2,000-Mile Road Trip


GE is underscoring
the capability of its new French door fridge
line by chronicling one SKU’s 2,000-mile
journey to carry fresh food from Kentucky
to Texas.

The unit and a generator were strapped
to the back of a pickup truck at GE’s new
refrigeration plant, here, and driven to a
remote location outside Austin, Texas,
where celebrity chef Ben Sargent (The
Cooking Channel) and GE engineer Justin
Berger served up a surprise meal in the
field to wildlife biologist Ron Thompson.

The journey, which included pit stops at
locally owned farms, ranches, farm stands
and a dairy, is the basis of a new realitystyle
ad campaign, dubbed Freshpedition,
which launched this month with TV spots
and online webisodes. The campaign also
features social media elements and a dedicated


GE will begin shipping the first of its
new French door refrigerators, a GE Profile
model, this summer. The fridge features
a hands-free water dispenser that is
set into the door with an elegant “flowing
water” design and can accurately top off
or fill containers to a pre-determined level.
A GE Café version, set to ship this fall,
can also dispense heated water, an industry

Both models offer an advanced filtration
system that can remove 98 percent of five
trace pharmaceuticals from drinking water
and ice, plus twin-chill evaporators for
separate airflow and temperature and humidity
levels in the fresh food and freezer
sections. The fridges will be available in
27- and 29-cubic-foot capacities at a suggested
retail range of $1,700 to $3,000.

E will have invested $1 billion in new
majap development by 2014 and is creating
more than 1,300 new U.S. jobs — including
150 engineering positions this
summer — to support the redesigned
product line.