The challenge was to convince Quebec women aged 24-54 to eat more chicken by highlighting the many unexpected ways it can be served. A simple-to-use minisite was developed to propose recipes selected according to criteria determined by the user. Recipes were chosen according to meal (lunch or dinner), theme (romantic, healthy, etc.) and available ingredients. A banner showed the choices made in the form of an equation. The recipe was then generated: as simple as 1+1=2. To maximize viral potential, users were invited to share meal ideas with friends and colleagues via e-mail.
