With the PS4 and Xbox One launching in December 2013, retailer GAME wanted a low-cost idea that captured the festive excitement and drive traffic to its website.

It started with my insight that when hardcore gamers get a new console on Christmas morning, they simply won't have the time or inclination to join the festivities - even missing Christmas dinner. Therefore, they needed a convenience food solution, one that subverted the spirit of Christmas. My response? Christmas Tinner, the first ever Christmas dinner in a tin.

Teased as a real product on GAME’s social channels and designed to provoke everything from intrigue to disgust, Tinner went viral within hours. This Morning’s Holly Willoughby and BBC Radio One DJ Nick Grimshaw made appeals on-air to GAME to try it. People journeyed to GAME stores in search of it, and its website crashed due to the record amount of traffic.

In the USA it was featured as story on major news channels, turned into a sketch on SNL with Seth Myers, and the highbrow Smithsonian Magazine described it ‘less a commercial product, more a piece of conceptual art’.

With global coverage in over 20 nations, Christmas Tinner won a slew of awards, including both the PRCA and Marketing Week Campaign of the Year, a PR Week Award for Best Consumer Marketing Campaign, and was shortlisted for a Cannes Lion in Media Relations. It remains a meme to this day, popping up every December along with Mariah Carey and Michael Buble.