If you've read my front page presentation, you know that I venture into all possible spaces, channels and touch points to bring brand promises and experiences to life, far beyond the confines of the 360 campaign corners. When France's third largest retailer, U Stores, asked us to push their new Disruption roadmap (In Full Transparency) further, I jumped on the occasion.

Through social media listening and search-focused research, we identified weak signals that showed that consumers did not simply want to be told what efforts retailers and brands were making to make their food better, they wanted to be the judges of that. We set out to design, develop and launch What's In It, a fully fledged branded food tech app that consumers could use anywhere, including at competing stores and with competing products!