Rowntree’s were in danger of losing their number 2 slot in the highly competitive sugar confectionery market to Mondelez. Urgent action was required.
Our research found that even though Britain was moving out of a recession, 1 in 3 families were still unable to afford a week’s annual holiday. Could we engage them by offering the chance to win an aspirational getaway?
‘Win Great Escapes’ was an integrated campaign offering the chance to win one of 85 tailored escapes, each designed to appeal to the target audience of each sub-brand – ranging from Luxury Lake & Lodge Stays on Fruit Pastilles to Tipis & Treehouses on Tooty Frooties.
It was Rowntree’s first Masterbrand campaign, running on 22m packs across their whole portfolio.