The challenge? Encourage millennials to reintroduce sweet potatoes into their meal plans. The solution? To bring sweet potatoes to the beach, through the Australian Sweet Potatoes Ice Cream Parlour Pop-up. Switching up the expected mash or friends, the Parlour was taken to beaches like Bondi to give beachgoers a taste of what else was possible with sweet potatoes. 25,600 ice creams were handed out over 8 locations – with an 800,000 person footfall. Along with strong ROI in engagement and cost per sample, while the category grew 10.1% in dollar value.