Food for eating
No More Food Pics
When we were asked to raise awareness and encourage trial of new hot foods with the 80% of heavy-user customers who come to 7-Eleven to purchase a beverage and nothing else, we answered with a link to Instagram Husband and, “These guys.”
We saw the opportunity to collaborate with a group of funny influencers who were already pushing the put-your-phone-down agenda. But this time the focus would be on food. Specifically, eating it. Because 7-Eleven believes actually tasting hot, fresh food is so much better than just staring at a pic of it. If we can get others to believe that, too, then we can put an end to the food photo madness that’s taken over dinner tables around the world.
The Results
Success was measured by content sharability, power to shift perception of 7-Eleven hot foods, and encourage trial of new products.
10.4MM Facebook views
200% increase in video view duration (compared to 7-Eleven average)
Launch Video
Paid Social
Behind The Scenes
