Swizzels is one of the UK’s best loved brands and has manufactured some of the nation’s favourite sweets for 95 years.
Every year, the company celebrates its heritage and popular sweet creations by running different creative campaigns. This year, they asked us to publicise their #MarvellousOrMadness campaign, which they created to test the weird and wonderful ways people eat their marshmallows.
Our task was to a) tell the retail trade about the campaign so they could stock up on Marvellous Mallows ahead of an inevitable surge in demand and b) publicise the campaign to consumers and encourage them to take part by sharing photos of the marvelous or mad ways they eat their marshmallows on Swizzels social media account.
Attention-grabbing press releases and photography sorted, we turned our attention to pitching our story to a carefully curated list of trade and consumer media contacts.
In less than four weeks, we secured over 80 (and counting) pieces of coverage across the UK, with over a million views to-date.
Before the campaign started, we benchmarked brand awareness of Marvellous Mallows. A – simple Google news search for Marvellous Mallows heralded nothing.
Post campaign, press articles about Marvellous Mallows dominate the first few pages of Google – result!