To overview
The challenge
Mitsuba is a European snack brand, drawing inspiration from vibrant Asian street food flavors to create a variety of spicy and crunchy snacks. Their products are available in over ten countries, bringing Asian-inspired snacks to a wider audience.
Mitsuba aimed to raise awareness and become top-of-mind with its target audience. The challenge was to generate curiosity during B2B trade shows and create an online brand activation for consumers to discover Mitsuba’s world.
The concept
Together with the team at Mitsuba, we developed the Spice Rush brand activation: with an exciting game in which players travel through the world of Mitsuba. They jump, slide, and collect Mitsuba snacks and spices to go even faster. The game is simple but so much fun you’ll want to play over and over again.
Why it works
Visual Impact: Mitsuba’s colorful and playful look is immediately evident in the game, creating recognition and reinforcing the brand experience.
Nostalgia and Curiosity: The game is played on an old-fashioned arcade, evoking nostalgia and arousing visitors’ curiosity. This made Mitsuba stand out as fun and different at B2B trade shows.
Social Proof: Influencers played the Spice Rush Game online, enhancing brand credibility and encouraging consumers to participate themselves.
The result
With the Spice Rush Game, we created an activation that not only entertains but also connects. Mitsuba increased its brand awareness and secured long-term engagement from its target audience.
Visitors continued to experience the brand both at trade shows and online, keeping Mitsuba top-of-mind among both B2B and B2C target audiences.
