Rashers, North America's only bacon sandwich shop is located in Toronto's hip, urban Leslieville neighbourhood. Dozens of runners kept running by the restaurant, burning hundreds of calories. We wanted to get those runners to stop running by and start coming in for a bacon sandwich. How? By creating the world's first exercise based mobile food coupon.

But Rashers is small neighbourhood restaurant with no budget for things like mobile apps. So, we had to improvise. We got runners to utilize already existing running apps like Nike+ and Strava and we subversively inserted our brand into them.

A series of posters, Facebook posts and tweets all delivered our singular call to action:

1) Run the shape of a pig with your favourite running mobile application,

2) Bring it in and show us and

3) Receive a discount on a bacon sandwich.

The Run For Rashers campaign created major buzz in the press. There was local coverage in newspapers like the Grid, national coverage in the Toronto Star, Toronto Life, Media In Canada and global coverage in Business Insider Australia, Grub Street, The Braiser and New York Magazine.

The campaign is still underway but to date Run For Rashers has received 12.8 million earned impressions - creating huge buzz for a small local bacon sandwich shop. And as the weather warms, we're seeing more and more runners finishing their run at Rashers.