Snaccident Awareness Week
Go Ahead, Pladis
Injecting relatable humour to contemporise Go Ahead’s New Year product launch.
Have YOU been involved in a Snaccident that wasn’t your fault?
Every year people put unrealistic expectations on themselves, setting New Year’s resolutions that are nigh on impossible to stick to.
To launch Go Ahead’s brand new Fruity Cake Bites, we flipped holy dieting intentions on their head with a campaign designed to contemporise the Go Ahead brand and made it relatable to consumers, at a time when we all need to go a little bit easy on ourselves.
Drawing on the insight that unrealistic diets and role models inevitably lead to slip ups and accidental snacking, we commissioned research which revealed that the impact of lockdown and working from home is causing a surge in ‘snaccidents’.
The solution? We created the first ever National Snaccident Hotline manned by the nation’s darling, Scarlett Moffatt. Providing uplifting messages on how to bounce back from a ‘ snaccident that wasn’t your fault’ during lockdown, the free phone line was open to help those who’ve fallen off the wagon, helping people start 2021 by making better snacking choices.
Editorial coverage for the campaign, including interviews with Scarlett within national and consumer online media, and regional radio stations, and product placement coverage for the new Fruity Cake Bites has been published in 54 titles to date with a reach figures of over 294 million, achieving 100% key message penetration.
This was a
Project for Go Ahead, Pladis