We leveraged on strong local insights: the pride and attachment to regional culinary tradition. It's well-known that cooking is one of the most heartfelt topics for Italians: they all agree their food is the best in the world. But which is the best Italian recipe? To find out we created The Best Italian Recipe: the first Italian regional recipe championship. We launched the operation through the Fairy Facebook page we created and used other media to drive people online to join the competition. Eventually, the best contenders faced each other in a cooking talent show broadcast on TV.

So far the page made more than 60,000 fan and counting. With more than 7m people reached daily and millions of post views. Users sent hundreds of recipes to participate in the contest and voted thousands of times. The Facebook page reached a P&G best in class average rating of 0.5%These numbers led to some impressive business results, a 17% sales growth that has positioned Fairy as the P&G brand with the fastest growth and the 2nd player on the ADW detergent market in Italy.