#MyFavourite
Christmas isn’t Christmas without a little chocolate debate. But everyone’s favourite differs. What might be one person's obviously correct answer, is someone else's worst choice.
So, to get people talking about and defending their favourite chocolate, we worked with Celebrations to run a campaign that told people what their favourite was and forced them into those all too familiar family debates.
Everything in the campaign was designed to put people on the defensive and stoke conversation.
We all know the Welsh are fiercely proud of their national identity and language, so we tried to Bounty added to the Welsh Dictionary, but they weren't so keen.
In Manchester, you’re either a red or a blue. Being both is criminal, but since all Mancunians love Snickers, we brought both sides together in a kit carefully crafted to look like each of their home kits this season.
And Roman Kemp rode through the streets of London in a Maltesers-themed rickshaw to announce to that Maltesers was the capital’s favourite, but not everyone agreed, including his Dad, Martin.
In each city, digital billboards kept the debate going with a cheeky tone of voice that would knowingly stir up the public.
And press ads for local papers and targeted in Glasgow, Lancashire, Brighton, Bristol and Powys County, Wales were used to make sure the issue was hitting close to home.
The response by the public was divided.
But the results weren't.
21k+ Organic Celebrations mentions
15k+ Attributed to #MyFavourite
30% SOV vs Roses, 25% vs Heroes
664% coverage ROI x6 campaign budget
75% more tubs sold vs. 2023