During the pandemic lockdown, we realised that our lives at home looked very different. However, one thing remained the same - our appetite for goodies. So, the idea of creating a series of contextual recipes for TUC came naturally and proactively. We partnered with Chef Dexter, one of the most appreciated Romanian chefs at the moment, and invited the consumers to discover new snack ideas for different consumption moments at home, using TUC biscuit assortments and various ingredients. We also invited fans on brand's Facebook and Instagram pages and challenged them to make their own mixes at home, using TUC and... a lot of inspiration. Some of them received cool prizes! As a result, the Instagram community grew by 46%.