Opportunity: Re-introduce a rather unknown cheese brand in a fresh new way. Boost brand awareness, while reversing a previous two year steady decline in sales.
Insight: Mini Babybel is the self-contained, uniquely packaged, rich and creamy tasting snack option that packs a whole lot of healthy goodness for its size. It's big taste in a small package.
Solution: Capitalize on this little cheese's big taste. Own the quirkiness of the product and promote it in an approachable and fun way, which we did. Resulting in a 31% jump in sales the first 6 months after the campaign's release. An effort that put Mini Babybel at the top of parents' minds and established the brand as a go to healthy snack, or lunch box item option.
We got creative with social media. Crafting tons of fun executions. Like this one, where we asked followers to recommend costumes for Mini Babybel leading up to Halloween, then posted the little cheese trying them on. When the big day arrived, we gave a shout out to the top pick.
A selection of some of the little cheese's biggest posting hits.
Television and Online Videos
As for digital solutions, we created fun engagement pieces like this one, where children were able to generate their very own “larger than life” snack time names. They could then post them to social media or print them to be added to their lunchbox for a little afternoon flair.
