To add editorial credibility. Parents always want to do the right thing. But sometimes the very idea of what’s right and wrong feels outdated.
We needed to educate parents that not only is this treat better than a full sugar alternative, but that enjoying treats and giving in to spontaneity were healthy habits to embrace too.
THE STIR WAY:
Parents have their own personal and nostalgic relationships with Milkybar. We wanted to harness that magic – as well as commissioned research – to encourage them to indulge in spontaneity and shake off the parental guilt they feel around treats and snacks.
THE HEADLINE RESULTS:
As well as coverage in national publications, we worked with influencers to create social content that REACHED 318K FOLLOWERS. The campaign really resonated with our demographic – with AN ER 3.6% ABOVE THE INDUSTRY AVERAGE.