Kraft created a new bold fusion recipe with a staple dish in every house during Ramadan – Sambousak. The main hero of the campaign was the Mexican Sambousak. Kraft wanted to create a hype and collaborate with creators to promote this bold recipe.

We partnered with 3 content creators who each received mystery boxes from us. The big idea of the campaign was to first intrigue people with teaser content about the hints in the box, then reveal the Sambusion recipe via a Tiktok video. 

Teaser Creators posted about the hint they received, trying to guess what the recipe could be, engaging with their audience to help them figure it out. 

Reveal: Following the creators’ teaser content, they published a Tiktok video, where they announced whether they revealed what the recipe is, inviting their audience to check it out on the website, in addition to more fusion recipes to try out in Ramadan.

 We at Sila Influence designed and created a mystery box that was sent to creators to show off in their pieces of content before the recipe reveal. 

Each mystery box had hint cards with fun facts about Mexico (ex. It’s a country where mariachi music fills the air, often accompanied by dancers in vibrant outfits, including wide-brimmed hats), with items reflecting them such as sombrero, maracas, frida kahlo puzzle etc… All hint cards had a scan code to get redirected to the recipe on the Kraft website.