The Hunt for #FyffesGoldenTicket

Social media integrated scavenger hunt

#FyffesGoldenTicket

Turbana, the leading importer of tropical produce in North America, officially became Fyffes North America at the end of 2016. With the brand change came the opportunity for a national roll out under the Fyffes label, a household name in Europe with a 100+ year history.

People in the U.S. had grown to love the Turbana brand; a loyal following of 45K+ on social media alone. Not only did we need to delicately transition the brands on social media from Turbana to Fyffes, we needed an idea that would generate immediate interest for the European brand and ignite the explorer consumer within North America.

We launched #FyffesGoldenTicket, a Willy Wonka inspired Instagram scavenger hunt. To pique curiosity and encourage discovery through a gamified experience, the scavenger hunt engaged consumers by placing Fyffes heritage facts or “clues” that they could uncover for the opportunity to win a trip for two to Costa Rica.

The hunt extended outside of the social space to Fyffes’ retailer, Sendik’s Food Market, who complimented hunt clues in all 14 locations with in-store signage, recipe demonstrations and prize-winning recipe card scratch-offs.

People from all over the United States joined the scavenger hunt. By the end of the journey, we had reached close to a million people, gained 13,000 followers on Facebook (27% increase) and increased our following by 1,782 (415%) on Instagram. We were able to both convert Turbana advocates, and also invite new fellow foodies to discover Fyffes in North America.