Takis
Challenge
Takis Blue Heat was finally landing in the UK - but Gen Z doesn’t reward quiet launches or safe ideas. The brand needed to break into culture with noise, credibility, and something worth chasing.
Our task was clear. Make Blue Heat unmissable, undeniable, and uncontainable.
Insight
Gen Z adore the thrill of finding what others can’t. Our strategy was to turn scarcity is currency. A product launch alone wouldn't spread - so we created a hunt.
Found a blue dust trail? That's bragging rights.
Created an anti-hero.
Who hijacked a shipping container full of Blue Heat, rerouting it to the UK to distribute to the fans.
Tracked the Heist
Social posts followed the container airlifted across the UK, trailing blue dust over landmarks.
Made it viral
The container is discovered by a series of influencers who attempt to break in
Cracked it open
Our influencers arrive in spitalfields to blow the container open and hand out to the fans
Outcome
Impressions
Snackers initiated into the Blue Heat crew
Engaged minutes of pure vibes at Spitalfields
Samplers likely to purchase again
And countless fingers dyed blue!
We’ve loved working with Quantum on this campaign, they’re a dream partner to work with. They understood our brand, our team, and how we’re set up.
Anna Draper
Senior Brand Marketing Manager, Grupo Bimbo (Takis)
