Campaign Overview
After years of it being nearly impossible to get your hands on a bag of a Takis, Gen Z’s favourite spicy snack (IYKYK) is finally dropping in a UK supermarket.
On September 17th a limited amount of Takis were available as an Aldi Special Buy. However, the only way to make sure you’re at the front of the queue is to solve the drop codes Takis fly postered all over the UK.
The lead creative is a cryptic message hidden in the song titles of a Spotify playlist that can only be accessed by scanning the code on the fly posters. Those who notice the scannable poster and crack the playlist code will read:
You found me, well, us. Congratulations. I bet you feel confused. I wonder what you think this damn song, I mean, playlist is for. We’ve got good news. Takis are coming to where you are. Where’s that girl? Everywhere. Anyway, back to it. They’re coming 17.09.2023. Where? The chain of supermarkets that has four letters. It’s in this song: Howdon Aldi Death Queue. You might burn your tongue. You’ll feel hot hot hot. Be prepared. Sooooo any questions? If not we’re off, married at first sight Australia is on the TV. See you later Alligator.
Other drop codes in the campaign include morse code explaining the message in dots and dashes, a what3words directing people to their closest Aldi, NFC activated clues and some really, really small writing.
Results
We moved the world to:
98% Engagement rate
2.5 million engagements
And sold out nationally
