Griffin's Choco-ades

The Great Kiwi Comeback

An insight around Kiwi’s nostalgia for a biscuit from the past generated social conversations and earned media – resulting in the No1 selling product by value in its first week of sales in the history of Aztec Supermarket scan data in NZ. Relaunching an old product based on customer demand off social media, Griffin’s & MBM’s challenge was to act on the level of consumer focus and understand how to bring it to market quickly to build on the momentum. Griffin’s and their partner agencies worked closely with Amber Johnson (Choco-ade social media protaganist) to bring the biscuit to market both in production and its launch on Facebook, which included a nationwide campaign including sponsored stories, reach blocks and target blocks.

 

 

  • Broke the NZ record at the time for the most Likes from a single page post
  • Over 300,000 packets and NZ$1 million worth of biscuits sold in week one
  • Witnessed a dramatic increase in Griffin’s Facebook fans and people talking about the brand