Mackie’s of Scotland was known for crisps and ice-cream, not chocolate, and sales were low. Our challenge: raise awareness and increase chocolate sales by 20% in a market crowded with big players like Cadbury’s and Mars.
We planned to launch a recruitment of a Chief Chocolate Taster: the ‘Sweetest Job in the World’. Applicants had to have taste buds, be fruit and nutty about chocolate and suggest a new flavour for store roll out. In return, they would be compensated with a monthly salary of… Mackie’s chocolate.
We knew to gain cut through and achieve real engagement with chocolate fans on a low budget, we needed to develop shareable content which would play out well on social channels. After several creative sessions (all involving chocolate of course), script writing and filming, a tongue-in-cheek recruitment video was created - made by our pals Studio Something, that laid the foundations for the campaign.
Seeding of our video, punchy media materials and placement of creative recruitment ads secured global media coverage and over 2500 applications from chocolate obsessed fans in Irvine, Scotland, to Irving, Texas.
We saw 441K social media impressions and 3.2K engagements in the first week of the campaign, and as the brand became the flavour on everyone’s lips globally in just 24 hours, Mackie’s saw a dramatic 582% uplift in sales.