A playful, tech-driven stunt that challenged Toronto joggers to “run in the shape of a pig” for 30% off discount on a bacon sandwich.

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Challenge

Rashers was a beloved east-end bacon shop with cult-level sandwiches — but zero brand awareness outside its neighbourhood. With no media budget and a saturated food scene, they needed an idea bold enough to earn attention, not buy it.

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Insight

Food lovers will go to hilarious lengths for something indulgent — especially if the experience feels like a story worth sharing. And in the era of emerging fitness apps, run-tracking routes were becoming a new visual language for self-expression.

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Idea

“Run The Pig”, the world’s first GPS-tracked running promotion that rewarded anyone who ran a route shaped like a pig with 30% off a Rashers sandwich. A simple, absurd, joyfully self-aware invitation: embrace the calories, but earn the bacon.

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Execution

We tapped into emerging run-tracking apps and invited Torontonians to outline a pig-shaped route on their GPS map. Once completed, runners shared their “pig run” on social or showed it in-store to redeem 30% off a Rashers sandwich. The stunt’s absurdity, combined with its simplicity, fueled organic participation, with Rashers amplifying the best submissions and turning the neighbourhood into a playful, self-generating media channel.

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Impact

The activation quickly became one of the earliest examples of GPS-art marketing, sparking copycats and earning Rashers unexpected TV news coverage. It boosted foot traffic, expanded awareness beyond the east end, and positioned Rashers as a smart, culturally tuned local brand. Most importantly, it proved how a witty, low-budget idea can outperform paid media by giving people a story worth running for.

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