To prove that Robertsons spices can transform any 'plain' meal we took over a low-cost domestic flight on which passengers were accustomed to paying for sandwiches and the like – and served haute-cuisine at 35,000 feet.

With a fine-dining menu designed and presented by an award-winning chef and future MasterChef judge, unsuspecting passengers being served dishes and fine wine by tuxedo-wearing waitrons, the event emceed by an international celebrity chef – Project SkyDine took the senses to new heights.

The activation was filmed, flighted on local television and uploaded to YouTube while social media bolstered hype and talkability.

• With 4 flights in total, the last of which took place on 26 March, YouTube visits were well over 250,000 and rising

• The first two flights trended organically on twitter in South Africa

• Web site saw 63% increase in Traffic

• Combined Tweets served 298,749 impressions

• Featured on national TV show, print and online media

• PR Specific ROI of 4:4 to 1

• Thousands of free media impressions