We designed Turkey’s biggest epic traditional meal celebration fests and created exiting challenges that a dishwashing detergent ever faced.

First came “Bean Fest”. Later, “Fried Anchovy Fest” And this year, once again, people have gathered to see the ultimate miracle. This year Turkish housewives selected the ultimate greasy traditional meal. The Roasted Meat. Challenge accepted! We invited public to the live miracle and spread the word with TV, print, YouTube and Facebook call to action videos to reach all generations.We prepared the most exciting event of the year. The Roasted Meat Fest. With officials on hand and reporters broadcasting live on TV and internet, Fairy cut 3 tons of Roaster Meat grease even in cold water from the biggest pan.

All generations witnessed Fairy’s power and became the part of a real Fairy tale. Viral videos were created to course through the society and reach more levels of consumers.

The Roasted Meat campaign pushed brand awareness by 63%. Volume share reached its highest level. After Fried Anchovy Fest, for the first time, Fairy grabbed leadership in small size segment. After Roasted Meat Fest, Fairy extended its leadership.It hosted 57,000 consumers in one day, and 7.5 million more consumers were exposed to the event as news not advertising. Experts placed the value of the exposure at nearly $500,000. Fairy once again validated its reason of being: A family’s miracle against the toughest stains. The new essence of happy family gatherings now comes from Fairy!