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FMBX News
Posted: Dec 17, 2010
58cms stack sets new height for Discovery
Discovery Foods has received official recognition for creating the biggest ever stack of flour tortillas from Guinness World Records.
The world-beating record was set as part of Discovery Foods Bicentennial Mexican Independence Day celebrations and its extensive 2010 experiential road show campaign. The highest tortilla stack, measuring 58 cm was made up of 279 10 inch flour tortillas. Attracting 25 thousand visitors over 2 days, the event showcased Mexican music, dancing, arts and crafts, plus a big selection of fresh cooked delicacies from Discovery’s Mexican range. The Fiesta and national roadshow were designed and organised by experiential brand marketers Raisley Ltd.
Raisley MD Grant Finney said: “We came up with the idea of a Fiesta celebrating Mexican Independence Day as a way of getting consumers to have fun and engage with the products in a different way, and to try out new tastes and flavours.
“Creating the tallest ever tortilla stack was a team event which generated lots of interest and typical British enthusiasm for something that’s a bit quirky. “
As well as the 2-day Fiesta, Raisley has masterminded Discovery’s 2010 experiential road show covering 81 supermarket locations across London & the South East.
The campaign centred on how easy it is to make the perfect Discovery fajita at home and was supported by the strapline “Spice it up, top it up, wrap it up.”
Discovery spokesman Bev Taylor added:
“The road show and Fiesta have demonstrated just how quick and easy it is to make an exciting dish for all the family using good quality, authentic ingredients. Getting official recognition from Guinness World Records has really added to the fun of our campaign”
