Fazer: I’ll Just Have One Piece
SUMMARY
On April 1st we claimed we’d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools’ joke – and hundreds of people commenting on the Instagram post, wishing it was real. Because who hasn’t sometimes said (lied!) to themselves: “I’ll only have one piece”. But 24h later we dropped the one-piece for reals. And the internet blew up – as did sales.
BACKGROUND
Times are far from easy. Inflation is making it hard on all consumer products. The taxation is making it hard for confectionaries. And the price of cocoa is making it hard for chocolates.
All of these are making it ever harder for the iconic chocolate of Finland, Fazer, whose market leader position is slowly starting to melt.
OBJECTIVE
– We needed to fight back private labels.
– We needed to justify our premium pricing.
– We needed to raise our preference.
Thus, our aim was to shift our brand image and put some more desire into us.
STRATEGIA
As the challenge was business critical, we approached it with a proper brand strategy renewal.
At the core of it was one word: “Craving”. And when it comes to chocolate-craving, nothing says it better than the lie we all tell ourselves: “I’ll just have one piece…”. This was the insight, the universal truth, we built our campaign around – the first campaign under the new brand strategy.
IDEA
On April 1st we claimed we’d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools’ joke – and hundreds of people commenting on the Instagram post, wishing it was real.
Turns out… we weren’t joking. 24 hours later we dropped the one-piece for reals. And the internet went crazy.
We then seeded the special chocolate tablets to influencers – ranging from the biggest in the country to smaller ones, too. We shared the love on the streets: asking people if they’ve ever said “I’ll just have one piece”, then rewarding them with our one-piece if they had.
Our tagline, “a piece better” was all over our tactical ads, too – on TV, on display, and on the streets. We even invited creators to our factory to do their very own unique one-piece tablets.
657%
return on marketing investment
75%
increase in “Brand I’m willing to pay more for” (YoY) (in a critical target group under 25).
+ Record-breaking levels in “High quality” perception (in the core audience under 35)
74%
Finnish users reached on TikTok – and that’s just pin-pointing one channel.
11%
pts. sales (value) increase in the first weeks in the two largest retailers (comprising 4/5 of the market). That’s huge! (And confidential.)
+291%
Engagement on Instagram – in one day (!).
17s
Average watch time on TikTok
