A fiery sausage with a hidden twist that sparked nationwide conversation and sellouts.
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Harmony wanted to cut through with a bold new product and remind Kiwis that not all meat is created equal. While their meat is 100 percent organic and fully traceable, many competitors offer little transparency about what is inside.

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We created a campaign around a fiery twist. One sausage in each six-pack secretly contained a one million Scoville chilli. Consumers had no idea which one. It became a social experiment to highlight how little people know about what they are eating and where their meat comes from.

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The limited-edition product launched in major retailers and was supported by social content, video, sampling, and influencer reactions. The mystery sausage became a shareable experience.

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The campaign ran for three months and completely sold out, sparking online buzz, retailer restock requests, and consumer-led hunt videos across social.

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