Most engaging campaigns in the food industry
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Transcript of Most engaging campaigns in the food industry
![Page 1: Most engaging campaigns in the food industry](https://reader036.fdocuments.us/reader036/viewer/2022062523/587d80c81a28ab634b8b7b49/html5/thumbnails/1.jpg)
Most Engaging Campaigns in the Food industry
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American ROM• Agency: McCann Erickson Bucharest• Country: Romania• Year: 2011• Run time: 1 week
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American ROM (2011)The product: Traditional chocolate bar wrapped in the Romanian flag since 1964.
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American ROM (2011)Problem:
• Recession young Romanians’ disaffection with the country feel they can only achieve something leaving
• Big Competitors Snickers, Mars, ecc
Aim: Engage with the consumers, challenging their national ego
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HOW?• Change the packaging with the American flag
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HOW?• Change the packaging with the American flag• Launch a campaign in English featuring an
American businessman
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HOW?• Change the packaging with the American flag• Launch a campaign in English featuring an
American businessman• Annoying billboards praising America over
Romania
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Response
• Romanians assaulted the official website and Facebook page to complain.
• Flash mobs• TV Coverage• User generated
contents on YouTube
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Reveal
• After 1 week they brought back the old Rom• Debate extended more on tv• Launched the Rom Anthem
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Results
• € 300,000 free media impressions• 20,000 fans joined the cause in 4 days• +300% of fans in 6 days• “It’s a brand for me” statement: +124%• Most popular chocolate bar: +79%• Outperformed the market on most relevant
channels by 20%• American Rom sold out• 40% of Snickers’ media budget for the same period
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The Hunt for Red (2010)
Agency: BBDO Proximity CanadaCountry: CanadaYear: 2010Run Time:4 weeks
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The Hunt for Red (2010)
Heard about Google coming to townCreate a Treasure Hunt on Google Street View.4 red cardboard M&M’s got captured by the Google Car when visited Toronto.
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Execution
Video to introduce the campaign
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Execution
Website to play and find clues
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Execution
QR clues on billboards in the real world
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Results
7 million QR code
225,000 Twitter impressions
8.4 million PR Impressions
Average time on site: 19 minutes (x4 industry average)
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Results
Average time on site: 19 minutes (x4 industry average)
TOTAL: 15 million media impressions in 4 weeks
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Whopper Sacrifice (2009)
• Agency: Crispin Porter + Bogusky• Country: USA• Year: 2009• Run Time:10 days
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Whopper Sacrifice (2009)
America loves the Whopper, but how much?
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The App
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Response
• 230’000 deleted friends in 10 days
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Response
• 230’000 deleted friends in 10 days
• Facebook shuts it down citing privacy issues
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Response
• 230’000 deleted friends in 10 days
• Facebook shuts it down citing privacy issues
• 35 million free media impressions