Imagine running 60km, and as you’re about the enter the last hurdle, you’re treated to the ultimate supermarket aisle, with anything you need to get you through to the end.

LISTEN TO STEVE NORRIS, Kepler Challenge Committee Chairman

That’s exactly what Kepler Challenge runners were treated to yesterday (2 Dec) thanks to FreshChoice.  

Built specially to fit the Kepler track, the FreshChoice ‘Aid Aisle’ was stocked with flat soft drink, salty goods, chafing cream, fresh fruit and sweet treats to ensure there was something for every runner.

Runners were free to pick up whatever they were craving, or have it packed and delivered to them at the finish line to fuel their post-race celebrations. 

The surprise Aid Aisle was positioned 51km into the Kepler track and was first met with bewilderment from exhausted runners, quickly turning into elation when they learned they could help themselves to all the snacks and supplies needed to get them to the finish line. 

The Aid Aisle was designed to pop up and disappear without leaving a trace to the track.

Surprise supermarket isle in the bush. Photo: Supplied

FreshChoice Head of Marketing, Travis Tompsett said FreshChoice have been a proud sponsor of the Kepler Challenge for eight years, and had always used things like teardrop banners, branded hoardings, t-shirts.

"[However] with the advent of FreshChoice's new brand platform, 'That's Shopping Different,' we asked ourselves what does 'Supporting Different' look like?

We know how difficult the Kepler challenge is for any runner, and wanted to show our support to this incredible community but we needed to execute through the lens of ‘Different’." 

“Traditionally, race stations are simple, and offer runners the basics they need to get to the finish line."

"But for taking on a challenge as extreme as the Kepler, we felt FreshChoice's aid station had to be as equally extreme."

"The last 10kms of the Kepler are the worst – blisters forming, hunger striking, electrolytes low."

"How could FreshChoice help runners make it through to the end?"

"How about giving them a supermarket!” Tompsett said.

All leftover unopened food was donated to the Fiordland Community House, a hub for community services in Te Anau.  

The Kepler Challenge and shorter Luxmore Grunt alpine running races, attract 695 runners and around 2,000 visitors annually to the Te Anau area.

Kepler Committee Chairman Steve Norris said the event was an amazing weekend for the town, region and community which brings plenty of like-minded people into the area, to enjoy the Kepler Track and the Fiordland National Park.

"[Its] always a joy to see the immense satisfaction on the face of the runners as they cross the finish line, having achieved their own personal challenge,” he said.