The Daily Star captured the UK’s attention with their 60p lettuce, asking whether it or then-PM Liz Truss would last longest. We saw an opportunity for celeb video messaging site Cameo and pitched the idea of signing the viral vegetable – just like we do with all big celebrities.
British politics can be really… special at times, and Liz Truss’ premiership was a moment in history the whole nation and its media were truly captivated by – so we knew joining the conversation would resonate.
The press went wild for it, with Daily Star running no less than seven stories & other media including The Independent following suit.
Twitter also got heavily involved, and we even made it onto the lettuce’s Wiki page, and delivered a +30% uplift in app visits.
