Rowntree's Masterbrand Launch

  • Kevin Mercer
  • Lauren Nuttall
Ahead of a full Masterbrand launch campaign, we developed the social and sponsorship campaign to increase awareness of the 5 core sub-brands in the Rowntree’s family (Fruit Pastilles, Random's, Jelly Tots, Fruit Gums, and Tooty Fruities).

The campaign tested significantly above norm with "Purchase intent" at 65% (confectionery TV norm 35%, FMCG TV norm 45%), and social media content doubling MB norms on "Involving", "Distinctive" and "Interesting".