Eighty-Eight worked with Drop, an app that rewards users for everyday purchases, on an activation that speaks to millennials and their oft-criticized spending habits.
Millennials eat outside the home more than any other demographic and are often criticized for their lifestyle choices, like the infamous article by an Australian millionaire blaming millennials’ avocado toast obsession for their inability to purchase homes.
My role: concept development, creative strategy
We created a free avocado toast food truck for millennials only. We partnered with experiential agency Prime Marketing Inc. to execute the activation, and proved that with drop, you can have your avo toast and eat it too.
The campaign garnered 27 pieces of unique coverage with an estimated online readership of 159M, 250+ social shares and a total reach of 760K across broadcast media. Coverage appeared in publications like TrendHunter, Daily Hive, ViewtheVibe, foodism, and Techvibes.