To celebrate International Women's Day, a fast food chain gave food to women who affirmed their own beauty.

If you saw a sign that read ‘beautiful women eat free’, you might be offended. But on International Women’s Day (March 8th), Spoleto, a Brazilian fast food chain, set out such signs with mirrors and offered meals to every women that could look at themselves and say they were beautiful. The marketing stunt was intended to ‘create good moments’ (the company’s tagline) and enhance the self-esteem of female diners.

In the video below, you can see the surprised and positive reaction of women, who happily state affirmations of beauty to get a free plate. The gimmick, created by Rio agency Artplan, reportedly resulted in 500 women receiving meals on-the-house and a 35% increase in sales that day.

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