Healthy snacking brand, Farmley brought together consumers across the country for its 30-day ‘Daily Fuel Challenge’, generating over 1000 user-created recipe reels, 4.5 million+ views, and 7,000+ follower growth during the campaign period. The initiative saw participation from 50+ creators and consumers, culminating in 27 winners across multiple engagement tiers.
Structured as a month-long digital challenge, the initiative encouraged participants to create and share one recipe reel a day using products from the Daily Fuel Box. Participation ranged from everyday home cooks to creators with audiences exceeding 200,000. The limited-edition Daily Fuel Boxes were sold out during the campaign period, with over 500 boxes sold within a month.
At the centre of the campaign was a guided consumption model. The Daily Fuel Box combined curated products with recipe cards, a wooden easel, a ceramic bowl, a scoop, and a bingo-style tracker, simplifying how consumers could incorporate seeds and mixes into their daily routines and addressing a common category gap between purchase and sustained usage.
Designed around repeat engagement, the challenge introduced 30 recipe prompts and a visual progress format that encouraged consistency over a fixed cycle. Several participants completed all 30 days, reflecting sustained engagement beyond typical short-term digital campaigns.
As the challenge progressed, participants began interacting, exchanging ideas, and amplifying each other’s content, informally building a community often referred to as the ‘Intentional Food Club’. By linking consumption with content creation, the Daily Fuel Challenge reflects how healthy snacking brands are increasingly using participation-led formats to drive both engagement and sustained product usage.
