For decades, fridges were decorated with the traditional slew of magnets from restaurants offering delivery. Some were cute, others not so much. And lately, all of them have something in common: they’ve been made obsolete by iFOOD. But just because the magnets aren’t useful anymore doesn’t mean that fridges don’t need decoration. That’s why we created a series of Mega Magnets themed to represent the major culinary cultures of the world.

For the execution, we printed out the Mega Magnets on magnetic sheets, a specific kind of material that would ensure a high-quality look as well as fulfilling the basic function of sticking to the fridge. To send the Mega Magnets, we decided to surprise the recipients with a delivery person who, in addition to bringing the food that the consumer or influencer liked best, also handed over the appropriate Mega Magnet.

During the initiative, over 500 Mega Magnets were sent out. But our best result was the impact they had. After all, both tastemakers and heavy users used their social media to show just how cool their fridges wound up looking. This earned media not only surpassed the value of our investment, but it also guaranteed that a second collection of Mega Magnets would be developed and delivered later this year.