Fast food TEMPTATIONS TURNed INto HEALTHY MOTIVATions

THE IDEA

Every year, January brings the familiar push for healthier eating as New Year’s resolution. But just as people commit to new habits, fast-food brands start bombarding them with calorie-filled tempting promotions, making it easy to slip back into old routines. We saw the pattern: most people give up around mid-January. The challenge was how to help them stay on track while keeping it fun, social, and shareable.

We turned temptation into a friendly game. By simply commenting on competitors’ posts, people could “split the cals” with a friend. For every indulgent item they engaged with, we gave them two wholesome The Soup Spoon meals with the same total calories. The best part? Every time competitors pushed their posts, our message spread—turning healthy eating into something social, playful, and achievable.