To penetrate the city renowned for its food, Raid designed the world’s first roach-size restaurants. Inspired by famous New York eateries, four Death Restaurants were born: Fatal Burger, Adios Tacos, Sweet Death and Last Slice. The models were made with the same texture and scale of Raid baits, and were designed to fit over the actual bait. Raid launched the limited-edition baits like real restaurants with websites, menus, reviews and even fixed addresses. Retailers received the restaurants and became “franchisees” of this unique in-store opportunity.

Results: 14% sales lift in just three months.