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Rennie’s Mystery Box Challenge is a work of genius. The brand teamed up with Sorted Food, a group of YouTube foodie vloggers, to create a series of fun and engaging videos.
The team was given a random food ingredient and asked viewers for suggestions of how to incorporate it into a recipe. Next, the vloggers created short videos showing how to make the winning meal. Viewers were then encouraged to share photos of their own gastronomic creations.
The video series was so successful because it was fun and engaging and not too on-brand. It went across all platforms and tapped into the vloggers’ existing following. The use of humour made it less on-brand and more shareable. This highlights that matching fun content with a low interest category can be really effective.