Online strategy. If you want to reach young people, your brand really needs to be at home in their world. For real. Get rid of all the dullness and cups of tea. Long live the absurd fun of rainbow tongues, bulging eyes, tuba ballerinas and enticing cheese dogs.
Influencers, rainbow tongues and pink tuba ballerinas
Make over for Danish Chef. Danish Chef has been a big shelf hero for decades. The iconic tube with the little chef is the perfect cheesy match for Bugles; entire generations grow up with it. But success should never be taken for granted. It is high time to once again attract a new generation of young people, cheese pioneer Velder believes. Is that possible? Absolutely. “No more boring parties”, is the big idea. And a tsunami of likes spurred by the bizarre commercial cast and our slightly hysterical influencers ensued.
Scope
- Content
- Social
What we did
- Campagne
- Media strategy
- Video
- Social
- Performance
- Point of Sale
- Packaging design
Tuba ballerinas, always a good idea.
Seamless
The message blends seamlessly with online youth culture. It worked right off the bat. Shelf rotation has increased rapidly (1.5x higher). That is almost as absurd as the script itself.
Float-in with influencers
The campaign kicked off with an Amsterdam PR event full of influencers in a float-in cinema (in collaboration with Coebergh PR). During phase 1, we supported the film with a broad social media approach. Supplemented by organic content, which also included cool sticker packs & GIFs distributed via WhatsApp.
- Organic content
- Sticker packs
- Giphy's
Case review
Djordy Sterk, Brand Manager at Velder: "The Danish Chef brand was in need of renewal. We opted for a modern and fresh design for the tubes, recognisable by the iconic chef's hat. To support the packaging launch, we worked with Brand Builders to develop a brand film and campaign, which we rolled out on social media."
Want your own eye-catching brand campaign and successful socials?