Plant-based brand Vivera wanted to drive consideration on World Kebab Day, a date typically celebrated by meat lovers.

Knowing our urbanite Millennial audience consisted of avid foodies, we shone a light on the foibles of eating a deliciously messy kebab. Having confirmed our hunch (that our consumers liked to devour their grub with gusto but making a mess might hold them back) we launched pop-up kebab booths, designed to allow them to embrace the mess in private.

A humorous photo accompanied a release that drove local listings coverage. This was followed by engaging consumer research shining a light on messy eating, and what Millennials consider good table manners. Finally, just prior to launch, we treated key influencers to a preview of the booths before opening to the public.

Despite a hectic news agenda, we landed eight national coverage hits, including Mail Online (twice), Daily Telegraph, London Evening Standard, The Sun, Daily Mirror and Daily Express.

Social posts included organic content from the likes of @CrazyCatLondon @foodguidelondon, and @wearethefoodwhores.