We at Ethnicity Matters like to go the extra mile. So when Del Monte asked us to bring our activation teams to Taste of the Danforth, one of Toronto’s biggest food festivals in one of their most ethnically-diverse communities, we said we’ll go all-out. Our activation teams set up booths, inviting thirsty patrons to have a taste of each juice, and try to guess the flavour. They were then asked where they were originally from, and which flavour they liked the best. This provided Del Monte with valuable primary research detailing how consumers’ tastes align with their cultural backgrounds, all in one of the most multicultural cities in the world. Happy patrons could then take a selfie in our photo booth and post it to social media.