Best Food Industry Social Media Campaign

THE BRIEF
Every year the East Cost has a fun beach festival that Maynards, a sweet brand and East Coast Radio, a local radio station, partner in holding. Maynards has a brand essence called Juicy Kaboom, the literal sensation of an explosion of flavour in your mouth. So in 2013, they needed a new and exciting way to make their Juicy Kaboom brand essence come alive and engage their consumers at this years’ Funzsunzi.

THE IDEA
We wanted to demonstrate the feeling of a Juicy Kaboom (a burst of flavour) by making the biggest cannon ball splash. In order to make Juicy Kaboom really come alive, we needed to make the juiciest of splashes by creating multiple touch points for people to get involved and have some fun with us.
So we got East Coast Radio DJ’s to make their biggest cannon ball splash at the live events as well as getting a few lucky winners to join their attempt.

HOW IT WORKS
The East Coast radio DJ’s rallied support for their teams on radio to get the word out before the event.
We launched a Facebook tab on the Maynards Facebook page where fans could enter the Ultimate Fan competition to be the 4th member of their favourite team and make their biggest cannon ball splash alongside them at the Funsunzi beaches.

Contributors:

TBWA \ TEQUILA

Location: South Africa