Introducing an iconic brand to a new generation

Insights:

• Millennials don’t have the same passion for ALLEN’S as previous generations.
• A pop-up would provide the personal and customisable experiences that Millennials crave
• While open for a limited only, the pop up would operate during the busy Christmas period and was only in Sydney

Moments:

• A sneak peek of the ALLEN’S Lolly Bar was organised for 200 Sydney-siders via exclusive offer through Foodora
• Secured a first-run exclusive with news.com.au to kickstart campaign off with a bang. The journalist was flown to the Broadford factory to create a bespoke video to accompany the story
• Personalised lolly jars distributed to influencers and KOLs to drive social talk-ability

IMPACT

• The campaign resonated with Millennials love of customisable products, reaching an audience of more than 100 million across consumer news and millennial lifestyle media including Pedestrian, Urban Walkabout, Broadsheet and Urban List
• The Foodora activity sold out in less than ten minutes, breaking all Foodora’s records
• Influencer outreach generated 103 unsponsored posts reaching 2.1 million+ across Instagram, Twitter, Facebook and blogs including Wippa, Intern Pete and Mark Geyer – posting snaps via their own channels.
• news.com.au video was viewed on Facebook more than 448,000 times. The post was shared by 2,207, liked by 3,900 and had over 1,000 comments. It received the highest engagement that day and is one of the most viewed videos on the news.com.au Facebook page.
• Smashed all sales projections