Benefit asked us to launch their new Boi-ing Cakeless Concealer to the press, the public and to beauty influencers. They wanted an unusual idea that could reach a large audience with minimum investment, crucially the activity had to communicate the products unique “Cakeless” properties.

Inspired by the products strap-line “Eat Cake, Don’t Wear It” along with  the limited budget available we approached Deliveroo with the idea of creating a unique partnership with Benefit.

For one day only beauty aficionados (and cake lovers) could order bespoke “cakes & concealer” via the Delvieroo app.

Each delivery was accompanied by a Benefit Beautician armed with Boi-ing Concealer to carry out a personal colour match using the new product.

The partnership with Deliveroo opened up their national network - allowing us to activate across London, Manchester and Glasgow.

The consumer facing deliveries were preceded by a series of retailer, influencer & media visits to outlets such as Vogue, Asos, Debenhams & Hello - ensuring the initiative was heavily promoted across a number of channels ahead of the public launch.