The Challenge

Limited edition CADBURY Caramilk Indulgent Hot Cross Buns were poised to hop onto Woolworths shelves on 29 December, giving customers’ hands (and mouths) a delectable treat to forget the challenges of the year. So how do we mitigate criticism on the timing of the range’s launch?

The Solution

Integrate insights on what the customer is looking for and when, along with where they are consuming their content to create a killer strategy supported by traditional media relations. We took a four-pronged content approach to maximise consumer touchpoints. First, a teaser TikTok video for Woolworths Tik Tok channel and media. Second, produce photography and video b-roll for media. Third, we launched communications which included a product reveal on TikTok, and finally, gifting to influencers supporting social content.

The Response

Product sold out in stores nationwide within three weeks, more than two weeks ahead of schedule! 99% positive sentiment - mitigating concerns on timing of the launch. Woolworths TikTok videos received a total of 154.2K views, and 8,555 engagements. Gifting to six influencers also resulted in 15 pieces of earned content with a follower reach totalling 500K+.