2021 Winner
SilverBest in OOH/Ambient/Place-Based Media - Budget Over $100,000
The Hershey Company
"Reese Outrageous Flying
Snack Cupboard"
UM & Mosaic
"Reese Outrageous Flying
Snack Cupboard"
UM & Mosaic
In 2020, Canada’s #1 Chocolate brand, Reese, was set to launch its newest innovation, Reese Outrageous. This exciting new chocolate bar was positioned as a pick-me-up snack to combat afternoon boredom and hunger.
The campaign objective was to drive awareness. But launching a new product during the COVID-19 pandemic and successfully breaking through and winning attention would be an arduous task. The pandemic affected people’s working lives in different ways. For some white-collar employees, the work-from-home phenomenon was a welcome change that allowed them to spend more time with family and gave them easy access and permission to snack on whatever, whenever. But not everyone was as fortunate. For workers whose jobs kept them out of home, and away from the comforts and proximity of their favourite snacks, snack time was the same: limited, uneventful and dictated by when and where they could sneak in a break, if at all.
Given this reality, the agency’s specific challenge was to use media innovatively to make the Reese Outrageous snack bar relevant for everyone, even those who didn’t have an opportunity to snack when they were away from home. They realized that a traditional media strategy including sampling and standard activations would not be an option during the pandemic.
Rather than using the conventional approach of simply reaching out to the masses, they decided to focus their efforts on a specific group of Canadians, who they could help give a well-deserved snack break. Tapping into the cultural hot topic of work-from-home hacks and survival tips, their strategy was to generate an out-of-the-box experiential idea that was high in talk value and targeted the out-of-home workers. Leveraging OOH as the primary media channel, they would then amplify this idea through other channels to generate a cascading effect and drive reach and sales among the
broad Canadian population.
Their key inspiration was the product name itself, Reese Outrageous, which clearly called for an outrageous media solution. Unlike work-from-home employees, away-from-home workers didn’t have access to their beloved snack cupboards while working. So, they took it upon themselves to build the first ever flying snack cupboard that could come to them, wherever their job might be.
Working with the latest in drone technology, they created the Reese Outrageous Flying Snack Cupboard: a fully functional flying cupboard loaded with Reese Outrageous bars. They identified remote workers and surprised them by literally dropping the cupboard out of the sky in their location using a giant drone. In spectacular fashion, they were finally able to give them the afternoon
treat they deserved!
They partnered with Breakfast Television (Canada’s most widely watched program in its timeslot) to drive excitement for the campaign launch by live streaming the Reese Outrageous Flying Snack Drawer in action. This live stream was captured during the morning news segment, generating both paid and earned media impressions. Leveraging footage from the live stream, they amplified the campaign videos across both social and online video platforms to maximize impact and bring the
message to the masses.
By partnering with relevant publishers (including BlogTo, DailyHive Vancouver and Toronto Curocity) they were able to efficiently amplify branded messaging across their social media handles and
further fuel conversation.
The Reese Outrageous Flying Cupboard campaign results far exceeded expectations and captured the attention and imagination of Canadians nationwide! With over 215 pieces of coverage and 34,000,000 impressions, this campaign got Canada talking. Market share increased by +30 BPS, reaffirming Reese’s #1 position. There was a staggering increase of 105% in consumption vs. pre-campaign (product was in full distribution a few months earlier). The campaign ranked #2 in innovation in the confectionery category for 2020. The campaign exceeded industry benchmarks on Facebook and Instagram by 2.4X in Ad Recall (+15.4 pts) and 2.6X in Awareness (+6.7 pts). In online video, there was a 12% lift in Awareness, surpassing benchmarks by 2X. The campaign garnered overwhelmingly positive, organic comments throughout social media.
The campaign objective was to drive awareness. But launching a new product during the COVID-19 pandemic and successfully breaking through and winning attention would be an arduous task. The pandemic affected people’s working lives in different ways. For some white-collar employees, the work-from-home phenomenon was a welcome change that allowed them to spend more time with family and gave them easy access and permission to snack on whatever, whenever. But not everyone was as fortunate. For workers whose jobs kept them out of home, and away from the comforts and proximity of their favourite snacks, snack time was the same: limited, uneventful and dictated by when and where they could sneak in a break, if at all.
Given this reality, the agency’s specific challenge was to use media innovatively to make the Reese Outrageous snack bar relevant for everyone, even those who didn’t have an opportunity to snack when they were away from home. They realized that a traditional media strategy including sampling and standard activations would not be an option during the pandemic.
Rather than using the conventional approach of simply reaching out to the masses, they decided to focus their efforts on a specific group of Canadians, who they could help give a well-deserved snack break. Tapping into the cultural hot topic of work-from-home hacks and survival tips, their strategy was to generate an out-of-the-box experiential idea that was high in talk value and targeted the out-of-home workers. Leveraging OOH as the primary media channel, they would then amplify this idea through other channels to generate a cascading effect and drive reach and sales among the
broad Canadian population.
Their key inspiration was the product name itself, Reese Outrageous, which clearly called for an outrageous media solution. Unlike work-from-home employees, away-from-home workers didn’t have access to their beloved snack cupboards while working. So, they took it upon themselves to build the first ever flying snack cupboard that could come to them, wherever their job might be.
Working with the latest in drone technology, they created the Reese Outrageous Flying Snack Cupboard: a fully functional flying cupboard loaded with Reese Outrageous bars. They identified remote workers and surprised them by literally dropping the cupboard out of the sky in their location using a giant drone. In spectacular fashion, they were finally able to give them the afternoon
treat they deserved!
They partnered with Breakfast Television (Canada’s most widely watched program in its timeslot) to drive excitement for the campaign launch by live streaming the Reese Outrageous Flying Snack Drawer in action. This live stream was captured during the morning news segment, generating both paid and earned media impressions. Leveraging footage from the live stream, they amplified the campaign videos across both social and online video platforms to maximize impact and bring the
message to the masses.
By partnering with relevant publishers (including BlogTo, DailyHive Vancouver and Toronto Curocity) they were able to efficiently amplify branded messaging across their social media handles and
further fuel conversation.
The Reese Outrageous Flying Cupboard campaign results far exceeded expectations and captured the attention and imagination of Canadians nationwide! With over 215 pieces of coverage and 34,000,000 impressions, this campaign got Canada talking. Market share increased by +30 BPS, reaffirming Reese’s #1 position. There was a staggering increase of 105% in consumption vs. pre-campaign (product was in full distribution a few months earlier). The campaign ranked #2 in innovation in the confectionery category for 2020. The campaign exceeded industry benchmarks on Facebook and Instagram by 2.4X in Ad Recall (+15.4 pts) and 2.6X in Awareness (+6.7 pts). In online video, there was a 12% lift in Awareness, surpassing benchmarks by 2X. The campaign garnered overwhelmingly positive, organic comments throughout social media.
Credits
MOSAIC NORTH AMERICAExecutive Creative Director: Jess Willis
Creative Director: Dave Thornhill
Associate Creative Director: Sam Luck
Writer: Zach Guitor
Vice President, Client Service: Chris Desjardins
Account Director: Carly Syme
Senior Account Manager: Danielle Cousens
NIMBLE CONTENT
Director: Brett Blackwell
Director of Photography: Brett Blackwell
Executive Producer: Andrew Lynch
Line Producer: Kyle Welton
Music and sound design: Kristian Delchev
UM
VP, Client Business Partner – Kate Mateer
Senior Director, Connections Planning – Joanna Janisse
Director, Connections Planning – Ratna Shankar
Supervisor, Connections Planning – Sarah Benzinger
HERSHEY’S
Senior Director, Head of Marketing Canada – Jackson Hitchon
Senior Marketing Manager - Mathieu Gamache
Marketing Manager - Azim Akhtar
Assistant Marketing Manager - Dulangi Kapugama