your jokes, our (w)rapper

Ask

Drive relevance and brand awareness with a creative campaign that uses a key insight as inspiration: fans crave the chance to write jokes for Laffy Taffy’s iconic wrappers. 

Approach

Connected with fans through a two-phase PR program centered around joke-telling. First, we built anticipation by retiring original jokes with an exclusive NFT collection fan giveaway. Then, we launched the “Your Jokes, Our (W)rapper” joke-writing contest featuring T-Pain on National Tell a Joke Day, kicking-off at Zanies Comedy Club.

Results

• 141 earned media placements
• 1.7B earned media impressions
• 24 earned influencer social media posts
• 6,500 consumer joke submissions
• 1 Comedy Show Featuring T-Pain

Awards

• PRSA Silver Anvil Award
• PRSA Chicago Award of Excellence
• Publicity Club of Chicago Gold Award
• Bulldog PR Gold Award