Campaign copy: Bick's Mini Snack'ems. The snack snacks prefer. They're the no-fat snack with the crunch that can only say Bick's.
The fact that there was no news other than a wider-mouthed jar, for easier snacking, didn't mean we could not have any fun. A potentially ordinary campaign was averted when we allowed the playful nature of Bick's Pickles, now in a big-mouth jar, to come through.
Campaign line: Bick's. Now in a big-mouth jar.
Reminding you that you already have our client's pickles in the back of your refrigerator is not a great way to sell pickles, unless we can remind you to take them out more often. We quickly realized there really wasn't a great place to tell consumers, "later on – somewhere else – remember to eat those pickles you already have." So, we created a proprietary media vehicle, In-Fridge Media, using containers for prepared foods, advertising space on non-competing and other Smuckers packaging, etc, that formed a dedicated media landscape every time consumers opened their refrigerators. And with the money we saved not doing expensive advertising, we contributed to local food charities in the names of our partners in this fun and, most importantly, highly PR-worthy endeavour.
In keeping with the strategy of getting Canadians to eat the Bick's Pickles they already have, we partnered with Ticketmaster at events across Canada to create Bick's-In-The-Back zones to remind people that the back can be the most fun of all. Buying tickets in Bick's-branded back rows got event ticket holders exclusive in-venue activities and refreshments, including the opportunity to move from the back row to backstage, all courtesy of the brand that knows how to have a good time in the back.
Show-themed banner ads drove traffic to Ticketmaster.ca
The Ticketmaster home page had Bick's messaging and rich-media banners when looking at events with Bick's-In-The-Back zones.
Selecting a Bick's-In-The-Back event took ticket hunters to Bick's branded pages within the Ticketmaster website.
Searching for tickets sold would-be ticket hunters on the fun to be had in the back row of the venue, including Bick's-themed snacks and activities, and even the chance to vie for going from the back row to backstage at the event.
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