Crispy Rolls
Mars Wrigley. UK.
Tapping into 00s nostalgia for the comeback of MilkyWay Crispy Rolls
Instagram. Facebook. TikTok.
The Brief
The iconic MilkyWay Crispy Rolls were making a much anticipated comeback, and as Mars Wrigley’s UK influencer agency, it was our job to get people excited on social!
The Insight
“Nostalgia is a mind trick” and we know that millennials (our target audience) love to relive their 00s childhood and teenage years. This was a perfect opportunity to lean into nostalgic content with our creative, content and influencer selection.
The Approach
We identified 00s footballing legend and popular podcaster, Peter Crouch, as the perfect hero influencer for this nostalgia-inspired campaign.
Managing the entire creative production, we had “Crouchy” decide whether iconic 00s items (think lava lamps and flip phones) deserved a comeback; all in the name of Crispy Rolls!
This hero creative was supported by additional social-first content from comedy creators, Bec & Sam, Monique, and Richard Sales. They added their unique spins to the nostalgia themed campaign with a series of hilarious sketches and throwbacks across Instagram, Facebook and TikTok.
The Results
We over delivered on all our KPIs including engagements, positive sentiment and CPMs. The content from our creators absolutely nailed the brief bringing excitement, buzz and awareness for Crispy Rolls.
Our creators reached a mix of audience niche interests from sports and football, to comedy and lifestyle. And as one commenter put it, “Oh this is beautiful nostalgia to the max! Loved the MilkyWay ones!”.
