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 and Mars.
Wire launched a recruitment drive for a Chief Chocolate Taster: The sweetest job in the world’. Applicants had to have outstanding taste buds, they had to be fruit-and-nutty about chocolate, and they had to suggest a new flavour for Mackie's to roll out. In return, they would be handsomely compensated with a monthly salary, paid in chocolate.
A tongue-in-cheek video - made by our pals Studio Something, paired with punchy media materials and creative recruitment ads secured global media coverage and over 2500 eager applications from chocolate-loving enthusiasts - from Irvine, Scotland to Irving, Texas.
On a low budget we secured an impressive OTS of 894,438,766 (+120% on target), 441K social media impressions and 3.2K engagements in the first week of the campaign.
We saw the brand become the flavour on everyone’s lips globally in just 24 hours, delivering a 582% uplift in chocolate sales.