To achieve real cut through, we developed a brand personality to elevate our sampling camping by tapping into the online dating conversation.

Our ‘Green Light District’ prompted passers-by to try something new, with provocative messaging such as ‘take me home today’ and ‘try me… naked, spicy, steamy’. We invited consumers to ‘meet your perfect match’ via a ‘Tender’ app, enabling the public to swipe left and right to choose their preferred Tenderstem® accompaniment – thereby inspiring them with recipe ideas. The activity was accompanied by a custom Snapchat filter geolocated to our activity.

With over 50,000 samples taken away over twelve days of activity, the campaign generated significant awareness in-person and was further amplified online with thousands of consumers choosing to share their homecooked recipes using an additional selection of Snapchat filters.