the one where we introduced limited-edition candy

Ask

Establish category leadership and awareness by spotlighting the cultural phenomenon of Brach’s latest product innovation: limited-edition FRIENDS Conversation Hearts.

Approach

Designed a two-phase integrated communications plan that leveraged the brand’s legacy candy portfolio and culture-forward innovation: FRIENDS Conversation Hearts. First, we capitalized on the nostalgia and popularity of the show to announce the product innovation. Then, we sustained seasonal awareness with storytelling focused on leadership, usage occasions and moments of celebration with core products. 

Results

• 623 earned media placements
• 1.3B earned media impressions
• 42 earned influencer social media posts

Awards

• PRSA Bronze Anvil Award
• PRSA Chicago Skyline Award
• Publicity Club of Chicago Gold Award