What if Fairy challenged to cut the grease of 3 tons of fried fish from an enormous pan in front of very eyes of the consumers? We designed “Fairy Anchovy Fest” at one of the most picturesque places of Istanbul. During the event, we fried anchovy in Turkey’s biggest pan. Consumers enjoyed the view, music and fried fish with the hosting of Berna Lacin, chosen as one of the most trusted celebrity by housewives. Turkey’s top kitchenware producers joined the event as brand ambassadors. Most importantly, all witnessed Fairy’s miracle against the ultimate challenge, we washed Turkey’s biggest and dirtiest pan with single bottle of Fairy, live in front of the consumers and reporters.

We teased consumers via print and tailor made copies to create excitement. Our event was broadcast live on the huge digital screens positioned in the city’s most crowded public squares and in the news.

45.000 consumers attended to the Fest in one day (more attendance than Metallica concert in Istanbul!). More than 950.000 consumers were exposed to this challenge.

This is the biggest attendance to a food festival (to our knowledge). The event was on aired by biggest national TV stations to 9 million households and 11 newspapers announced the event as news, not advertising.On top, unaided brand awareness increased by 29% vs. month ago and volume share reached its highest ever level.