The joy of play
Business Problem
Forty-one percent of Americans observe Lent, abstaining from meat on Fridays throughout the weeks leading up to Easter.
That leaves a lot of people looking for new and exciting ways to prepare seafood and vegetables. Zatarain’s wanted to seize the opportunity to let people know that their Fish Fri was the perfect New Orleans way to prepare not only fish, but just about anything.
Results
3.3M
views
61M
impressions
326K
engagements
3.3M
views
61M
impressions
326K
engagements
3.3M
views
61M
impressions
Strategic insights
Cultural insight
When it comes to food, New Orleans is known for everything from the ordinary to the outrageous.
Consumer insight
Consumers fry a lot of different things – pickles, candy bars, eggs, cookies. You name it, people are frying it right alongside fish and other staples.
Brand insight
Zatarain’s is known for bold flavors and even bolder acts.
Creative solution
We designed a social experiment called “Will It Fri?” to see if people are as bold as Zatarain’s flavors. The hour-long live-streaming event was hosted by New Orleans legend Tariona “Tank” Ball and let fans vote on what to fry up next – from the ordinary to the absolutely outrageous.
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