Swizzels Sweet Taster

Campaign: Sweetest job in the world

The Brief

Create and implement a campaign that will attract national media coverage, raise brand and product awareness and drive engagement with consumers.

2,470

Campaign entries

50

Pieces of print press coverage

23M

Total reach of coverage

17K

Social shares

swizzels sweets employee dressed as scientist for sweet taster pr campaign

"Original ideas are what we do best"

Activity

Original ideas are what we do best.

We developed a campaign to find an official ‘Sweet Taster’ to join the Swizzels team and allowed people to apply for the job via a dedicated microsite.

The competition was launched via a full media relations campaign, which included creating a live job advert that was placed on several job sites.

A winner was then whittled down from the 2,470 entries and appointed as the Sweet Taster.

Our team arranged for the Sweet Taster to visit the factory and receive training to fulfil the role.

We then liaised with key national, consumer and trade journalists to announce the winner with eye catching ‘Willy-Wonka’ style photography.

swizzels sweet taster experiments

"The Sweet Taster campaign was trending on Facebook and Twitter higher than Kim Kardashian!"

Success

Brand awareness of Swizzels and its products was achieved through a significant amount of coverage.

The campaign reached 23 million people – 7.4 million online, 2.25 million offline, 13.5 million via radio.

Over 50 pieces of regional and national coverage were secured, including Daily Mail Online, The Telegraph, The LadBible and American channel CNN.

The campaign created a buzz online with 17,000 social media shares - the Sweet Taster campaign was trending on Facebook and Twitter higher than Kim Kardashian!

swizzels sweet taster holding love hearts

"RMS consistently impress us with their flair and creative work. Our coverage is always high quality and high volume"

Sarah-Louise Heslop
Marketing Manager, Swizzels