The D.n.abe's test

  • The brief

    Abe's Bagels were releasing a new brioche bagel thats a little bit French, and they wanted a weird way to get talkability.

  • The idea

    To launch them, we tapped into people's curiosity of their own composition, and looked to see if there was a little bit of French in bagel-loving Aussies. We gave away tasting & DNA testing kits. If people were a percentage French, they could lay their claim to a year’s free brioche bagels.

  • the result

    The earned campaign reached 7.5 Million people, and 60 lucky Aussies found out just how French they are.

PRESS FOR PRESS