In response to swiping fatigue from online dating, we looked to help amplify a cultural shift toward more authentic, in-person connections, with our #RealMatchesAreBack campaign designed to help singles keep it real - over pancakes and milk. The campaign leveraged celebrity power to get the word out (including one of the original milk mustache darlings -Dancing with the Stars’s Julianne Hough!) and kicked off with a high-impact invitation-only press event at Mel’s Drive-In in LA. The exclusive press interviews culminated in a vibrant, pajama-clad speed-dating experience, featuring Love Island USA’s Kordell Beckham as the spokesperson for Got Milk and attracting a star-studded guest list, including Nick Viall, Miguel Harichi, and Fiona Palomo. This event was followed by multiple activations at Mel’s Drive-ins located in SoCal and NorCal that included consumers and micro influencers who were invited to experience the breakfast speed dating events for themselves. In 48 hours, we secured 2.5k total placements and achieved a PR recall score of 90% — exceeding our benchmark by +10%. Inclusive of social, influencer and PR impressions, the campaign generated 2.9 billion impressions , which was 140% above goal.