Activating the Ninja Fast Foodi pop-up to engage with and educate gen Z on how they can cook healthy ‘fakeaways’ at home using Ninja appliances
We were briefed to develop a creative brand activation that would grab the attention of young audiences, in particular gen Z.
To better understand this audience, our first step was to conduct research to uncover more about their eating habits. Our research (conducted by OnePoll on behalf of Ninja) revealed that audiences younger than 25 were spending the most on takeaway meals and delivery services – on average £43 each week and up to £2,580 a year! The research also found that over a third (38%) said they sometimes find cooking too time-consuming, and more than a quarter (28%) feel they lack the cooking skills to cook proper meals themselves.
Using these insights, we set to work on developing a campaign that would demonstrate how Ninja could help to curb ‘fast food’ habits by educating target audiences on how they could instead create delicious, healthy, affordable, and easy to prepare ‘fakeaway’ meals at home.
To directly reach our target audience we planned and executed the ‘Ninja Fast Foodi’ experiential pop-up event in the heart of London at Boxpark, Shoreditch – an area that sees 36k average footfall each day, a high percentage of which is young adults.
To drive attendance, ahead of the event we promoted the activity through an integrated campaign that included earned media coverage, social media across Ninja’s paid and organic channels and a partnership with young chef and personality Isaac Carew. To create further excitement, we also announced that 30 lucky consumers would win a Ninja appliance at the pop up event.
On the day we used a team of chefs, as well as our chef ambassador Isaac Carew, to serve over 500 portions of delicious ‘fakeaway’ recipes, prepared using a range of Ninja appliances, including Kimchi Beef Burgers, Vegan Buffalo Cauliflower Bites and Salted Chocolate Fudge Ice Cream. Attendees could then enjoy their free meals whilst learning more about Ninja from our team of brand representatives. QR codes were also visible throughout the space which when scanned led consumers to a dedicated campaign page featuring the competition and an exclusive discount code available for one day only.
The activation was a huge success delivering multiple pieces of earned coverage in key titles such as Time Out, Daily Express and Evening Standard. Consumers swarmed to the pop up space keeping our chefs working non-stop to serve up delicious ‘fakeaway’ meals and we also saw significant social buzz on the day from consumer, media and influencer attendees and high levels of engagement with the discount code and campaign landing page on the Ninja website.
consumers reached on the day of the activation
potential audience reached through press and social media coverage
pieces of earned media and influencer coverage