Objectives

To develop a PR campaign that would showcase the new look packaging, support the launch of the Big Toffee Finger, highlight the “What’s Your Favourite” strapline and provide a means of engaging with consumers.

Strategy and tactics

Ptarmigan commissioned the design and production of a giant motorised Quality Street tin to become the central feature of a 4-week roadshow visiting 25 high footfall ASDA stores throughout the UK. As well as being a strong visual representation of the new packaging, with a high talkability factor, the motorised tin also featured an electronic vote-ometer so consumers could register their favourite from the Quality Street selection.

Ptarmigan also produced a giant Toffee Finger mascot, to provide a point of engagement for children.

Outcome

Over 1 million people saw the giant tin directly outside points of purchase during the roadshow programme