How we managed to feed 18000 people pasta bolognese for a social media activation

Throughout all my years in the business, I have had an issue with the case studies we share. To put it mildly, they suck. They offer no factual information on how the project was and overstate their role and the project’s performance. So starting today, I’ll try to give a sneak peek at how the sausage is made. Maybe it will be helpful for people in the industry to understand the actual process behind campaigns that performed beyond our wildest expectations.

So let’s set the stage.

The year is 2016, yes, before covid; it’s early July, and we are a young agency straggling to make our mark in the industry. We came out of a partnership through a painful divorce because we wanted to do things differently. After a long year of trying to find our footing, we finally have some traction. Things are moving in the right direction. We have a huge project underway with one of the big FMCG players in the market that also expressed the intention to buy us out. They didn’t, but this is for another story.

“I spoke to Marialena, who I knew from her previous role. She is now Head of Marketing at Melissa, the biggest pasta brand in Greece. She wants to see the company and might consider us for their social media spec. My business partner George comes in with a pitch.