Golden ‘Unleash the Golden Crumpet’
It's not that people didn't love Golden Crumpets. It's simply that they'd pigeonholed them. Trapping them in a season and a few toppings.
Our Golden opportunity lay in increasing purchase frequency by getting people to set aside their traditional crumpet-eating views and embrace our crumpet’s full potential.
So we told the story of Billy Golden, a little crumpet who dreamed of more than just butter and honey. And who came out against all odds wearing whatever he liked.
Like all good stories, this one had a happy ending. With purchase frequency up by [% confidential] despite a record-hot winter, summer and autumn.
Channels included: TV, online video, POS, social, bespoke vertical video, and a snapchat filter used by 2million+ people (exceeding the Snapchat benchmark for total plays by nearly 40%).