Farmley launched its 30-day ‘Daily Fuel Challenge’, a participation-led digital campaign designed to encourage consumers to build consistent healthy snacking habits.
The month-long initiative generated more than 1,000 user-created recipe reels, over 4.5 million views and upwards of 7,000 follower additions during the campaign period. The challenge also saw participation from over 50 creators and consumers, with 27 winners recognised across multiple engagement categories.
Built around a gamified format, the challenge encouraged participants to create and post one recipe reel each day using products from Farmley’s Daily Fuel Box. Participants ranged from home cooks to creators with audiences exceeding 200,000 followers.
At the centre of the campaign was the limited-edition Daily Fuel Box, which included curated snack products alongside recipe cards, a wooden easel, ceramic bowl, scoop and a bingo-style tracker designed to help consumers integrate seeds and healthy mixes into everyday routines. The company stated that more than 500 boxes were sold during the campaign period, with the product selling out within a month.
The campaign introduced 30 structured recipe prompts and a progress-tracking format aimed at driving repeat engagement and habit formation over a fixed cycle. Several participants reportedly completed the entire 30-day challenge.
As participation grew, users began interacting and amplifying each other’s content, organically forming a community informally referred to as the “Intentional Food Club”.
Through the Daily Fuel Challenge, Farmley explored a participation-first marketing approach that combines healthy consumption with creator-driven content and community engagement.
