To communicate the freshness of Mila´s frozen fish range and change the consumer´s perception about this kind of product, we decided to make an experiment with its consumers giving life to our frozen fish packs, making them behave like fresh catches.

The packaging of the top 3 fish sold in Mila - Dorada, Mackerel and Tilapia - were redesigned and, using animatronic techniques we gave life to them and made them behave like fresh catches.

The packs were connected by wifi with a proximity sensor, shaking and jumping on the freezers, surprising consumers who approached the frozen food section.

The activation was also broadcasted in a website, where people could see the store in real time and activate the 3 “live packs” to prank the clients. People could also participate through mobile.

Using its pack as a media, Mila could show that its frozen fish range is surprisingly fresh.

90 hours of engagement with consumers in store and online

2,8 million people potencially reached online and in store

03:33 min average time spent per user on our website

11% more frozen fish sold (compared to last year same period)

Earned media 800% worth our investment