FreshMenu banks on user-generated content for the launch campaign of sugar-free lava cake

FreshMenu has recently launched its sugar-free lava cake in a jar with its ‘Earn your Lava’ campaign. The online restaurant has issued a fitness challenge, where they are giving away 50 jars to those who take up the #30PushUpChallenge.

The consumers have to post a video doing 30 push-ups, tag three of their friends to participate and earn their free sugar-free lava cake in a jar.

Patrons of FreshMenu have been sharing creative and different variations of their push-up videos to earn their lava cake. The campaign has received over 700 responses.

Commenting on the campaign, Rashmi Daga, Chief executive Officer and founder of FreshMenu.com, said, "The whole concept behind creating this campaign was to kickstart a fitness movement where our consumers would have to earn their guilt-free treat. Here at FreshMenu we are always trying to find creative and exciting experiences to engage with our audience to express their love for food."