More than 50 creators and consumers participated in the initiative, with several participants successfully completing the full 30-day cycle of consistent recipe-based content creation. During the campaign period, Farmley sold over 500 Daily Fuel Boxes, reflecting strong consumer interest in the interactive healthy eating format.
Participants included everyday home cooks as well as digital creators with audiences exceeding 200,000 followers. As the challenge progressed, participants began actively engaging with one another, exchanging recipes and amplifying each other’s content. This interaction gradually evolved into an online community known as the “Intentional Food Club,” which further strengthened engagement around the campaign.
The initiative concluded with 27 winners selected across multiple participation tiers. The winners received rewards including a PlayStation 5, Dyson Airwrap, and Decathlon vouchers, with total prizes valued at INR 14 lakh.
The campaign generated significant digital traction, producing over 1,000 user-generated recipe reels, accumulating more than 4.5 million views, and driving over 7,000 new follower gains during the campaign period.
Aman Gupta, Head of Marketing at Farmley, said, “The idea behind the Daily Fuel Challenge was to create stronger behavioural engagement around healthy snacking. We wanted to move beyond one-time product trials and encourage consumers to actually build everyday habits around the products. The challenge format made healthy eating more interactive, consistent, and community-driven.”
He further added, “What stood out for us was the level of organic participation the campaign created. Participants were not just posting content for rewards, they were building routines, exchanging ideas, and motivating each other throughout the 30 days. That kind of genuine advocacy is extremely valuable for a brand.”
The Daily Fuel Box, designed to encourage repeat consumption and daily engagement, included Farmley’s Chia Seeds, Original Trail Mix, and Power Up Seed Mix. It also featured recipe cards, a ceramic bowl, a wooden scoop, refrigerator magnets, star stickers, and a bingo-style tracking card. The challenge was structured to make healthy eating more interactive while helping consumers seamlessly integrate seeds and mixes into their everyday diets.
The campaign highlights Farmley’s strategic focus on building habit-driven consumer engagement through experiential marketing, reinforcing healthy snacking as a consistent lifestyle choice rather than a one-time activity.
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