LOUISVILLE, KY. –
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 website,
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 first.
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.