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To promote the launch of the mobile version of League of Legends, Riot Games and BBH Singapore turned Honeyfruit, the life-saving in-game fruit, into a real thing.
The team worked with Jack Morton and a chef who deliberately chose ingredients that could be prepared in a way that made the fruit taste different every time. The herbal health boost was spicy, fizzy, sweet, chocolatey all at once.
Thai gamers were invited to try it at locations all over Bangkok. Some lined up for hours. Others traveled from far-flung provinces to get a taste. Dozens of gaming creators also received special deliveries of freshly harvested fruits.
December 16 2020, 10:05 am | BY Kim Shaw | 1 Comment
To thrill players for the launch of Wild Rift, the mobile version of League of Legends, BBH Singapore turned their iconic in-game power-up, Honeyfruit into a juicy fruit gamers can actually eat.
Mario has mushrooms. Pacman has cherries. And League of Legends, the most popular PC game on the planet, has Honeyfruit, a mystic plant that can save your life in game.
Working with Jack Morton and a world-class chef, the team set out to create an otherworldly taste experience that defied description. Ingredients were carefully selected and prepared in a way that made the fruit taste different every time – it was spicy, fizzy, sweet, chocolatey and a herbal health boost all at once.
Posted Dec. 16, 2020, 4:12 p.m.
Riot Games decided to bring out one of their iconic in-game items in League of Legends: Wild Rift - the Honeyfruit, into real life in conjunction with the launch of the game. For those who don’t know, the Honeyfruit is an in-game health-restoring plant.
The fruit, created in collaboration with ad agency BBH Singapore and production partner Jack Morton, had some interesting flavour profiles, to put it mildly. The fruit tastes different each time someone tries it. The taste includes spicy, fizzy, sweet, chocolatey, and herbally.
Several locations were set up throughout Bangkok, Thailand to share this new delicacy with players. Many queued for hours and some even traveled long distances just for a taste of the fruit.
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