Bringing a new consumer chompion to life

Everybody knows Rice Krispies Squares. But not everybody knows Bliss Crispy Mallow bars - the good-for-you, non HFSS equivalent snack, with 30% less sugar, less than half the calories, and half the price. And that invisibility was our challenge. How do you get hungry families to notice you, never mind remember or choose you, when you’re up against the likes of mighty Kellogg’s? 

We embraced the challenger ‘dupe’ culture and flipped Crispy Mallow’s copycat status to that of consumer champion. To bring it to life in an arresting and memorable way, we created Chris P Mallow (see what we did there). Other snack brands might have more spending power, but none has a 7-foot unicorn. 

From one day’s activation with Chris P out and about in Glasgow, giving out free samples of Bliss Crispy Mallow and cavorting with passers-by, we were able to create multiple pieces of social media content, and assets for trade press and buyer engagement to make an impact long after the day in question. This approach helped ensure maximum cut-through across low budget real world sampling activity, social media content and trade PR. 

For a very small budget, we produced a high impact campaign to simultaneously drive rate of sale and target new multiple grocer listings. Very tasty.