This campaign was a small budget PR activation for Abe's Bagels, where we were tasked to come up with a creative idea to sell the new brioche bagels. As the ad creatives on it, my partner and I came up with the concept, look & feel, copywriting, and design, working closely with the packaging company to deliver the boxes and DNA tests to the influencers.

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.