Speedway
View the case- Brand
- Stonefire
- Year
- 2025
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- In-Game
- Agency
- Zulu Alpha Kilo
Objective
Stonefire, the top-selling naan brand in the US, wanted to break into gaming culture and cut through advertising clutter by riding the wave of one of the year's biggest game releases. The push extends the brand's "Together We Naan" platform and its bet that people respond to the real product even when it shows up somewhere unexpected. The goal was to reach gamers and content creators on their own turf, not just run another ad.
Solution
Players jump into "Stonefire Speedway," a custom route mapped onto the open world of a popular kart-racing game, and race to grab as much naan along the track as they can. Each run is self-timed, and players submit their best result to a global leaderboard for a three-week speedrun competition. Streamers FaZe Rug and Clix opened the challenge live on Twitch, racing the course in real time in front of their audiences, with Loeya joining the run soon after. Whoever holds the fastest time when the three weeks end wins free naan every week for a year.
Results
Hundreds of thousands of viewers tuned in to watch the track's launch across live streams from FaZe Rug, Clix, and Loeya.
- 1
The activation launches on October 2, 2025 with streamers FaZe Rug and Clix opening "Stonefire Speedway" live on Twitch, billed as the first unofficial track in a popular kart-racing game; other streamers pick up the challenge afterward.
- 2
Players enter by loading the same kart-racing game and heading into its open-world mode, where the Stonefire Speedway route has been laid out.
- 3
Naan bread is scattered along the open-world route; players race the course and scoop it up on the fly without slowing down.
- 4
The mode is a speedrun rather than a race for position: the only thing that counts is how fast a player clears the naan pickups.
- 5
Each finished run is submitted to a global leaderboard, where players see their time ranked against other fans and streamers.
- 6
The competition stays open for three weeks, and players can return anytime during that window to rerun the course and improve their time.
- 7
The fastest time when the three weeks close wins the top prize: free naan every week for a year.
