Cracking Australia’s biggest case wide open.

In October of 2019, Australian media was grappling with a disturbing case of poo-dunnit. A mysterious jogger was defecating on PR maven Roxy Jacenko’s office doorstep.

If there’s anybody who knows poo, it’s Metamucil. I turned this media frenzy into a major hijacking opp for Australia’s number 1 fibre supplement with a play on their iconic character, Nugget. Donning a Sherlock Holmes cap and pipe, he visited Roxy Jacenko to get to the bottom of the case. He featured in a video on Roxy’s feed which drove almost 100,000 views, became a part of the media coverage, and starred in our owned social content which received thousands of likes.