Food

Cake in a Cup

Project details

Cake in a Cup

White Wings

Category

Food

Mood is the #1 influencer over the food that we choose to eat – basically we eat our feelings! With that insight we launched Goodman Fielder’s amazing new snack product ‘Cake in a Cup’. There is no show on TV that provides as many emotional highs & lows as CH10’s ‘Offspring’. Working with TEN and MamaMia we funded and integrated into a 7 part Offspring webisode series that would run in parallel to the TV show. The sponsorship of the Offspring webisode series included full ownership, product integration (with Cake in a Cup featuring in four out of seven episodes!), 100% SOV on all display media and pre/post roll advertising, and traffic drivers across Tenplay, Social and editorial and Mamamia.

The result? We achieved the sales target for Cake in a Cup in half the time.

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