We first partnered with One Minute Briefs – challenging its creative community to produce an ad for Drizzler in under one minute. Twitter was flooded with Drizzler posters and puns e.g. ‘No More Mr Knife Guy’, generating social buzz and a bank of diverse content for launch. Even Lethal Bizzle re-tweeted the Drizzle!
To create a raft of reviews and recipes, we seeded Drizzler to micro and nano influencers, plus celebrity peanut butter aficionados.
Media coverage spanned national and regional food press, growing awareness among peanut butter fans. Driving product trial, we secured a partnership with Marshfield Ice Cream, showcasing Drizzler and ice cream as a match made in impossibly smooth heaven.