Fairy challenged to cut the grease of 3 tonnes of fried fish from an enormous pan in front of very eyes of the consumers. We created “Fairy Anchovy Fest” at one of the most picturesque locations in Istanbul. During the event, we fried anchovies in Turkey’s biggest pan. Consumers enjoyed the view, music and fried fish with Berna Lacin, one of the top trusted celebrities of housewives, as the hostess. Most importantly, all witnessed Fairy’s miracle against the ultimate challenge, we washed Turkey’s biggest and dirtiest pan with a single bottle of Fairy, live in front of consumers and reporters.

45,000 consumers attended to 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 to a food festival (to our knowledge). The event was on aired by 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 a month ago and volume share reached its highest ever level (13.5% in only month 8 of the launch).