Crunchy Nut - Evening Snacking

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Apr 06, 2018
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BACKGROUND

In a category that is in double digit decline, how do you get great-tasting cereal like Crunchy Nut into the audience’s routine outside of breakfast time?


 

BRIEF

Although Crunchy Nut is still perceived as the ultimate tasty cereal, Crunchy Nut consumers, or ‘taste seekers’, long for new experiences. Because of this, and the increased availability of tasty breakfast options in the UK, Crunchy Nut portions are getting smaller.

While the TV campaign would focus on the Crunchy Nut core range (flakes), there was a clear need to increase awareness of the non-flakes part of the Crunchy Nut portfolio (i.e. clusters and granola), and promote consumption of the cereal outside of breakfast time.



INSIGHT

Let’s face it...eating cereal, especially Crunchy Nut, after dark is something we already do! Who doesn’t love a bowl of cereal after a long day at the office? Whether it’s a late-night snack just before bed, something to munch on during a movie or the saving grace after a rather messy night out, we’ve all been there.


     

  

CREATIVE IDEA

#NotJustForBreakfast is a campaign created to expose the different snacking behaviours of people across UK through a series of fun, comedic, social films; each focusing on a different, relatable snacking archetype. From the noisy eater who needs to mute their munching (we all know a few of those), to those who hate to share (yes, that’s you).

We encouraged people at home to identify themselves, their mates and even their mum by tagging them in the videos. We also armed our Community Manager with a catalogue of gifs to continue the conversation and stoke participation and sharing. We joined in conversations already happening with insight and data-driven reactive content. And finally, we tapped into targeted fan groups by challenging influencers to take part and keep the conversation going.


RESULTS

  • 563,570 social engagements
  • 90% positive sentiment vs 1% negative
  • 2,434,362 completed views on Facebook and Instagram vs the KPI of 1,631,204
  • 3,100,807 completed views on YouTube vs the KPI of 1,597,366
  • A total of 14,566,987 completed views online
Go to the profile of Digitas

Digitas

Like the unicorn, Digitas is a rare beast, with strategy, technology, data, creativity and media under one roof. We believe in a different approach to designing experiences for brands. The future lies in combining the memorability of brand thinking with the empathy of design thinking. We believe brands should strive to create Total Brand Experience. We create connected experiences through our capabilities in - Experience Consulting, Platforms & Products, Precision Media and CRM, Comms & Content. We have a different way of working to most agencies. Casting is a strategic deliverable and we build multidisciplinary teams fluent in marketing and technology. We have a process for designed collaboration and we solve problems through making.

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