The goal was to launch the new pate brand ŠEF through digital channels, and that meant reaching and engaging brand’s specific target group. We have targeted male audience of low to mid income, 35 to 50 years old, and they are not exactly famous for their willingness to participate in social media activation. However, precise targeting and brand relevance did the trick, and our 2-phased digital campaign had excellent results, with enviable amount of user generated content.