Jókai 200 · 2025
Thirteen kitchens, one soup, 2.9 million people in a day.
Thirteen Hungarian food creators cooked Jókai bean soup on Instagram, TikTok, Facebook and YouTube on 16 March 2025, the first Jókai Bean Soup Day. Their posts reached 2.93 million people and drew 45,572 interactions in a day.
The challenge
A national day does not exist until people cook. The Jókai 200 programme had the concept, the lines and the recipe for a Jókai Bean Soup Day on 16 March 2025, and no audience of its own in the kitchens where Hungarians decide what to make on a Sunday.
The approach
We shortlisted forty Hungarian food and lifestyle creators by audience and fit, from national names to specialists, and contracted thirteen: NoSalty with Refresher, Krenn Diána, Mautner Zsófi, Wossala Rozina, Gianni Annoni, Bürgés Tamás, Annuskám, Máté Szabolcs, Kárai Dávid, Kitti Konyhája, Sass Dani, Gőgh Barbara and Kotsy Zsófi.
Each got the brief, the two campaign lines, the recipe, the identity assets and one rule: publish on the day, with a story about your own Jókai soup. Formats were theirs to choose, from a TikTok cook-along to an Instagram post, a story set, a Facebook post or a YouTube short. Every creator reported back by 20 March, and we closed the campaign with a report to the programme.
The work
The results
16 March 2025, one day
2.93M
People reached
45,572
Interactions
13
Creators publishing on the day
4
Platforms: Instagram, TikTok, Facebook, YouTube
On 16 March 2025 the thirteen creators’ posts reached 2,930,918 people and drew 45,572 interactions. Kitti Konyhája’s TikTok cook-along did most of the reaching, 2.33 million, with 30,641 interactions; Sass Dani’s posts drew 4,428 interactions and Gőgh Barbara’s Instagram post an interaction rate near 20%. Figures are from the creators’ own platform reports, collected in the campaign report to the programme.
What we delivered
- Creator longlist of forty, shortlist and contracts for thirteen
- Brief with the two campaign lines and the recipe
- Identity assets for every creator
- Publication on 16 March 2025, four platforms
- Creator reports collected by 20 March
- Campaign report to the programme
Related projects
All work
We apply the same thinking to every engagement.
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