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Audible, a leading provider of spoken word entertainment, has revealed its latest social campaign, a spoof on the true crime genre, which sees UK content creator Ayamé give her stolen lunch at work the full force of forensics. Created and produced by independent agency Recipe, for Audible, this two-part series blurs the lines between fiction and reality, immersing audiences in a high-stakes steak sandwich mystery.

In a twist that feels true to true crime, Ayamé finds herself at the heart of the drama when somebody takes a bite out of her lunch at work, triggering a full-scale investigation. With every colleague a suspect and no one left to trust, will they find the culprit?

The tension builds as the story climaxes to an inevitable ‘whodunnit’ reveal. It’s all part of Audible’s global brand campaign, "There’s more to imagine when you listen," where Ayamé’s imagination is set free through Audible’s True Crime content – only to find herself drawn into a crime scene of her own.

The creative, which is running across Audible UK’s owned channels, will ensure that the campaign reaches a wide audience across social platforms, bringing viewers into Ayamé’s all-too-real experience. Working in collaboration with Audible, the campaign was led by Recipe Social with buying activated by Recipe Media.

Catch the first episode of this thrilling series on Instagram, Facebook and Tiktok and watch as a petty crime becomes a full-blown investigation, reminding us all that there’s much more to imagine when we listen.

Albert Hogan, senior director of brand and content marketing, Europe at Audible said, “We’re excited to share this (almost) true crime investigation, led by the brilliant Ayamé, alongside the team at Recipe. The campaign teases some of our very best True Crime podcasts in an unconventional way, elevating an everyday crime into an extraordinary ‘whodunnit’ sure to thrill audiences.”

Clare O’Hanlon, head of social at Recipe said, “This campaign has enabled us to push the boundaries of traditional true crime storytelling, blending suspense with a touch of humour, wit and levity. We were able to engage Ayamé’s established audience on a deeper level and leverage her involvement to reach new ones, bringing Audible’s True Crime category to life in an unexpected way. 

It’s a thrilling reminder that everyday moments can inspire captivating storytelling and the smallest crimes can inspire the imagination and make for an unforgettable story.”