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Fake café, real outrage. How we tricked Brits into eating pineapple for breakfast.

Dole Sunshine Company

The Ninety-Niners brandmark

The challenge

Following on from the success of our disruptive Add Some WOW campaign, how could we build even more engagement with the brand and get more people to use canned pineapple as a cooking ingredient?

Strategy

Having upset food purists with the very idea of adding pineapple to a Full English, we wanted to go a step further and get real reactions to people trying it.

What real people think

“I never think about pineapple as an ingredient, it’s not on my radar unless a recipe specifically calls for it.”

The idea

Café WOW – where every breakfast comes with a slice of pineapple whether you asked for it or not.

What we made

Pop-up café and online video – TikTok, Meta, YouTube.

We created a pop-up café in the heart of Manchester and lured in unsuspecting members of the public to enjoy a Full English Breakfast. Unbeknownst to them they were being filmed, and their order would come with a slice of grilled Dole Tropical Sunshine pineapple. Whether they like it or not. 

 

A day’s footage was captured to get the full range of reactions and emotions – from the shocked, to the appalled, to the “ooh that’s actually quite nice”. We created and promoted a variety of different edits for social channels to test what worked best through our media plan. Tests we ran included different lengths, when the brand appeared, what the video started with, and how extreme the featured public reactions were (one guy did call us the c-word).

Value unlocked

On Meta, the videos achieved:

  • 6.2 million impressions

  • 2 million people reached

  • 480 comments

 

On TikTok, the videos achieved:

  • 5.6 million impressions

  • 8,806 likes

  • 886 comments

  • 693 follows

 

On YouTube, the videos achieved:

  • 8.4 million impressions

  • 1.8 million TrueView views

 

Interestingly it was the longest version of our content at 1m 47s, that was the most successful. It drove the most views and best engagement, with over 600 highly engaged comments, 547 follows, and 6.5k likes.

 

Compared to the 15s edits, our longer film had:

  • 8x more impressions

  • 3.7x higher view rate

  • 1.5x higher comment rate

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