We sparked talkability for Woolworths over Easter via a viral food truck, and social content designed to cause controversy and comments.
THE CHALLENGE
Easter is one of New Zealand’s busiest retail periods. Every year brands jump through hoops to get noticed by consumers at such a cluttered time. In 2024, how could Woolworths stand out at Easter while also driving positive engagement with the brand?
THE SOLUTION
Kiwis are very particular about their hot cross bun traditions. We decided to challenge people’s preconceived notions of hot cross buns through an integrated campaign asking Kiwis ”where do you draw the line?” with their hot cross buns.
On social, we created bespoke content designed to spark talkability through wacky hot cross bun combinations, furthering positive engagement with proactive community management. Influencers were delivered hot cross bun ice cream sandwich kits to further drive UGC and engagement.
We also created a Woolworths Food Truck which travelled around the North Island, handing out custom hot cross bun ice cream sandwiches (all flavour combinations welcomed) in exchange for a gold coin donation to KidsCan, with all proceeds going to the children’s charity.
OUTCOME
- Over 3,000+ hot cross bun ice cream sandwiches sampled.
- Over 2,00,000+ users reached through our ‘where do you draw the line?’ social content.
- An 88% organic influencer post rate, generating approx 196,000+ impressions and $27,500+ earned media value for Woolworths New Zealand.
- The Woolworths hot cross bun ice cream sandwich truck raised an additional $2,500+ in donations for Kids Can via donations.
