most engaging campaigns in the food industry

Most Engaging Campaigns in the Food industry

American ROM• Agency: McCann Erickson Bucharest• Country: Romania• Year: 2011• Run time: 1 week

American ROM (2011)The product: Traditional chocolate bar wrapped in the Romanian flag since 1964.

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

HOW?• Change the packaging with the American flag

HOW?• Change the packaging with the American flag• Launch a campaign in English featuring an

American businessman

HOW?• Change the packaging with the American flag• Launch a campaign in English featuring an

American businessman• Annoying billboards praising America over

Romania

Response

• Romanians assaulted the official website and Facebook page to complain.

• Flash mobs• TV Coverage• User generated

contents on YouTube

Reveal

• After 1 week they brought back the old Rom• Debate extended more on tv• Launched the Rom Anthem

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

The Hunt for Red (2010)

Agency: BBDO Proximity CanadaCountry: CanadaYear: 2010Run Time:4 weeks

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.

Execution

Video to introduce the campaign

Execution

Website to play and find clues

Execution

QR clues on billboards in the real world

Results

7 million QR code

225,000 Twitter impressions

8.4 million PR Impressions

Average time on site: 19 minutes (x4 industry average)

Results

Average time on site: 19 minutes (x4 industry average)

TOTAL: 15 million media impressions in 4 weeks

Whopper Sacrifice (2009)

• Agency: Crispin Porter + Bogusky• Country: USA• Year: 2009• Run Time:10 days

Whopper Sacrifice (2009)

America loves the Whopper, but how much?

The App

Response

• 230’000 deleted friends in 10 days

Response

• 230’000 deleted friends in 10 days

• Facebook shuts it down citing privacy issues

Response

• 230’000 deleted friends in 10 days

• Facebook shuts it down citing privacy issues

• 35 million free media impressions