What if FAIRY challenged to cut the grease of 3 tons of fried fish from an enormous pan in front of the very eyes of the consumers? We created “FAIRY Fried Anchovy Fest” at one of the most picturesque locations in Istanbul. During the event, we fried anchovy in Turkey’s biggest pan. Consumers enjoyed the view, music and fried fish with Berna Lacin, one of the top trusted celebrity housewives, as the hostess. 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 broadcasted live on the huge digital screens positioned in the city’s most crowded public squares. We announced the results of the event on TV and print via advertorials and endorsements.

45,000 consumers attended the Fest in one day (more attendance than a Metallica concert!). Thanks to the central location, more than 950,000 consumers were exposed to this challenge.

This is the biggest attendance at a food festival (to our knowledge). The event was aired by the 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 (13.5% in only month 8 of the launch).