Mario has mushrooms. Pacman has cherries. And League of Legends, the most popular PC game on the planet, has Honeyfruit – a mystic plant that can save your life in game. To thrill players for the launch of Wild Rift, the mobile version of League of Legends, BBH Singapore turned this iconic in-game power-up into a juicy fruit gamers can actually eat.
Working with Jack Morton and a world-class chef, the team set out to create an otherworldly taste experience that defied description. Ingredients were carefully selected and prepared in a way that made the fruit taste different every time – it was spicy, fizzy, sweet, chocolatey and a herbal health boost all at once.
Thai gamers were invited to try it at locations all over Bangkok. Some queued for hours and even travelled long distances from the provinces to be one of the special group to have sampled it. Dozens of gaming creators also received special deliveries of freshly harvested fruits. Thousands of gamers tried to describe the baffling, magical taste. As intended, it divided opinion. Some were delighted, others didn’t like it, but everyone couldn’t wait to share their views, generating over 1.7 million impressions on social media within two weeks. Fans created reaction videos, taste tests, reviews, challenges and more.
Commenting on the campaign, Justin Hulog, general manager for Southeast Asia, Hong Kong, Taiwan and Macau, Riot Games, said: “Riot aims to be the most player-focused company in the world and we believe it’s through unique and exciting experiences such as these that we can continue to engage and thrill fans. We’re always looking for new ways to create memorable activities for players across Southeast Asia and we hope our Thai fans enjoyed having a taste of Honeyfruit in person!”
“We wanted Honeyfruit to get gamers talking," added Xander Lee, creative director at BBH Singapore, "so we created a flavour that was true to the realm of Runeterra – something fresh, complex, and inherently otherworldly."