You would be hard-pressed to find someone that doesn't love Pic’s Peanut Butter in New Zealand. But similar to their rugby, Australians are severely lacking in their peanut butter game. To spread the good word across the ditch, we developed a sampling campaign with a feel-good twist.
Deliverables
Campaign Creative
Social Strategy
Content Production
Campaign Execution
Just Pay It Forward
Pic’s eaters are a loyal bunch, so we needed a way to leverage this existing community of brand advocates to increase trial. Inspired by the movie “Pay It Forward”, we opened the floodgates to peanut butter lovers across Australia and NZ. Social Media led users to a custom micro-site, where they could nominate “good sorts” for a free jar. How did the rest of this puppy work? Watch the video fella.
3,210
Good Sort Nominations
466k
People Reached
160
Trips across the ditch
High fives all round
Over 3,000 nominations, 1,300 email database sign ups and heaps of peanut butter later, we had an impressive map detailing where each jar had ended up and why, and over 10,000 peanut butter loving visitors to the campaign micro site.
My little brother @Tim would love the crunchy peanut butter....he'd probably just eat it out of the jar
@Talani this is my favourite peanut butter next time u do the shopping keep that in mind
@Melissa - I nominate you for introducing me to this deliciousness!
@Leigh Australian peanuts, ethical practice and makes for the best meal of the day
@David hope you clicked the link and nominated me! Out Stock is running low
I nominate @Corbin Waddington he loves PIC'S peanut butter and always complains if I don't buy it
I nominate @Jarred who's never tried your amazing peanut butter but definitely should!
I nominate my mum, @Vicki coz she wouldn't hesitate to share with her peanut butter loving daughter
@Paulo, you need to learn how good "real" peanut butter is!
@Katherine, because we love palm oil free products!!
I nominate my boyfriend @Ben. The sweetest man humanly possible and I'm pretty sure he loves Pic's
Nominations
Pics fans from New Zealand and across the ditch simply couldn't get enough. Nomination after nomination flooded in with good sorts paying it forward. The fans spread the love and we delivered the delicious goods.
Simply chuffed
We love working with good products and good people - and you couldn't meet a nicer guy than Pic Picot. Last we heard they've been sending Pic's over to 'Straya by the truckload - now someone just needs to tell them about Vogels.
