creative copywriter
Not My Favourite
Celebrations
We found that people hate being told what they like.
So, to get people talking about and defending their favourite Celebrations we decided to troll the nation and tell them what they like.
Everything in the campaign was designed to put people on the defensive and stoke conversation.
We started in Wales where they're all fiercely proud of their national identity and language, so naturally we tried to get Bounty added to the Welsh Dictionary, but they weren't so keen.
So instead we worked with a local artist (no idea why he agreed, maybe it had something to do with the money we paid him?) to turn the iconic red dragon... blue.
We made a combination United/City kit because we all know football fans are reasonable.
And Martin and Roman Kemp rode around London in every Londoner's favourite mode of transport announcing Malteasers as the capital's favourite.
DOOH stirred the public more with a cheeky TOV.
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And we took out local ads in Glasgow, Lancashire, Brighton, Bristol and Powys County, Wales to make sure the issue was hitting close to home.
The response by the public was divided.
But the results weren't.
21k+ Organic Celebrations mentions
15k+ Attributed to #MyFavourite
30% SOV vs Roses, 25% vs Heroes
664% coverage ROI x6 campaign budget
75% more tubs sold vs. 2023