Introducing UnTasty Dishes, the first recipe ambush ever with Buzzfeed Tasty.

Buzzfeed Tasty’s bite-sized videos serve up recipes that make cooking seem effortless – and are highly addictive to watch. So we decided to give Tasty’s 84 million followers a little surprise. In place of clean water in each video, we substituted a developing world reality: dirty water.

Each recipe featured a stomach-churning element of dirty water. A summertime lemonade infested with leeches. A toxic algae cornbread best served with a stomach pump. And a Typhoid bacteria smoothie bowl, disinfected with bleach.

Each video mirrored the Tasty style, catching our audience off-guard when they realized these weren’t your average Tasty videos. Instead of serving up a typical recipe, we delivered a message that was hard to swallow – that 663 million people still live without access to clean water.

Over the course of one week, we seeded and shared our UnTasty videos via the Buzzfeed Partner Facebook page. Each video was also teased via Buzzfeed’s Snapchat channel and drove viewers to watch the full videos.

With zero media spend, UnTasty Dishes garnered over 5 million views in the first two weeks across Facebook and Snapchat. Almost 8 thousand people shared our videos and we sparked conversation over 3.5 thousand times. People loved, wowed, and liked our video over 20 thousand times.