KELLOGG’S CRUNCHY NUT
Reversible Box
Kellogg’s had been building it’s social fan base for Crunchy Nut for a while, but our thinking was, ‘what’s a fans reason to stay?’, so we created an exclusive piece of content that only fans of Crunchy Nut would know about… and also potentially help them protect it from others. After all, they are irresistibly tasty.
The Reversible Box was just a standard Kellogg’s Crunchy Nut box on the outside, but printed on the inside was packaging of a bland cereal that no one would want to eat - Breakfast Flakes.
We alerted the Crunchy Nut community about the Reversible Box, and to keep an eye out for specially marked packs in Coles and Woolworths.
We also created content on how to assemble your Crunchy Nut Reversible Box and disguise your Crunchy Nut to stop other people from trying to eat it, but also how to keep it a secret.
To give Breakfast Flakes some legitimacy if someone were to looked them up, we created a Facebook fan page for them. And to further throw them off the scent, we served targeted Breakfast Flakes ads to anyone that wasn’t a fan of Crunchy Nut Australia on Facebook.
The limited run of 200,000 sold out in a fortnight
Our social page saw a 60,000 increase in fans
500% return on investment
On top of that, the Reversible Boxes became hot property and even had some fans asking if we could do another run of them.