ACTIVATION POTATO UTOPIA X EDITAS
Activation
To introduce Potato Utopia to a new audience in a way that felt authentic and culturally relevant, we partnered with Melbourne’s favourite Editas Fish & Chips for a one day only takeover, giving away free lunch for the first 100 consumers. The collaboration integrated Potato Utopia's Four Cheese Gratin into two of Edita's signature menu items, including their Fish Burger and Crispy Fried Flake, creating a limited edition offering that gave Melbourians a fresh and unexpected way to experience the product. Each touchpoint was designed to create a memorable consumer moment that turns simple product trial into an experience worth lining up for.
To continue the partnership, the limited edition menu items remained available to purchase throughout the weekend, extending the activation beyond a single moment and giving more consumers the opportunity to experience the collaboration.
Strategy
Meeting consumers where they already were, Potato Utopia partnered with a venue that had built a loyal following, known for creating viral food moments. By integrating Potato Utopia into Editas existing menu through a creative and collaborative process, the collaboration created a genuine and credible moment giving back to consumers. This included multiple trials and taste tests to ensure they were offering something that was not only aesthetically pleasing, but as delicious as it looked.
With only 100 meals up for grabs, the activation created genuine excitement, encouraging people to arrive early and spread the word. A paid partnership with one of Melbourne's leading foodie creators, alongside targeted outreach to Melbourne's What's On publications, helped drive awareness and build anticipation in the lead up to the activation.
Services Provided
Activation Ideation and Management
Creative Direction and Styling Briefs
KOL Outreach and Coordination
KOL Partnerships and Collaboration Management
What's On media pitching
Supplier and Venue Management
Graphic Design Support
Runsheet coordination
Results
With a queue forming outside the venue an hour before doors opened, the activation drove strong on the ground engagement and impressions. The first 100 free offerings were ordered within just 28 minutes.
The campaign was further amplified through a paid partnership with leading Melbourne foodie creator Ailene, delivering high quality social content with over 134k views. Media outreach secured five pieces of "What's On" coverage, driving awareness in the lead up to the activation and reinforcing Potato Utopia as a brand creating memorable food experiences.
