Planters Business Video
Description
Vocal Characteristics
Language
EnglishVoice Age
Young Adult (18-35)Accents
North American (General) North American (US General American - GenAM)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
orange round. Crunchy and full of cheesy deliciousness planters. Cheez Balls were an icon of 90 snack food. The product was discontinued in 2006 but inspired by vocal social chatter from Passion and fans, there was even a petition. Kraft Heinz decided to bring it back to build excitement. We wanted to give fans a chance to reunite with the most Miss cheesy snack in a fun way. A treasure hunt we knew the fans, yearning to find their beloved orange orbs, would be willing to do what it takes to satisfy their 12 year old craving and five cans hiding around the Internet to give fans clues about where to find the cans of cheesy goodness. Mr. Peanut release tens on Twitter. But we used our e commerce expertise to give the hunt an unexpected twist. Hiding the cheese balls on sites where people go to find their long lost, treasured items. EBay, Craigslist and let go. Definitely not your typical e commerce platforms for C. P G's. The can on eBay sold for over $2000. The lucky ones that found the cheesy goodies hidden on the other auction and e commerce sites were able to purchase their beloved cheese balls and enjoy the nostalgic snack once more, sending Mr Peanut tweets and pictures of the cans once they receive them. Then Mr Peanut announced cheese balls will be made available to everyone for purchase at retail and online. The campaign created so much buzz, the cheese ball sold out quickly and the brand had to make more. We generated 538 press pickups, 1.4 billion earned impressions and over 70,000 engagements on Twitter cheese balls. Fans were delighted. Their pleas were heard, and they got to have their most favorite nostalgic and really very orange snack once again.