Muse Creative Awards | International Advertising Awards

United States

2018

Wholesome Sweet Confessions

Entrant Company

Upshot

Category

STRATEGIC PROGRAMS

Client Name

Wholesome

Sub-Category

Digital Marketing Campaign

Wholesome is on a mission to provide mindfully delicious choices for life’s sweet moments. Their candy products are trend-right—with macro and food trends all pointing to organic, socially responsible food. Wholesome’s candy is allergen friendly, organic, non-GMO, vegan, responsibly sourced and free of artificial food dyes. There was an opportunity for Wholesome to capitalize on this and build themselves as the leader in organic candy. No easy feat. Especially since many consumers already question organic candy’s taste and texture. And they’re not familiar with Wholesome. Meet the Sweet Confessions digital marketing campaign. The program invited people to open a bag and share some sweet confessions of how good Wholesome tastes. Creative tugged at heart strings, utilizing real kids and adults to really show the joy of tasting Wholesome Candy for the first time. Focusing on the emotion of that moment helped Wholesome stand out from other organic candy brands that were solely focusing on ingredients. And inspired them to try Wholesome. Digital, mobile and social messaging and ads meshed motivation and inspiration to build awareness and drive purchases using season-specific (e.g., Halloween, Holiday) content and imagery. Custom influencer content was tailored to the interest on the Wholesome shopper. And mobile coupons and in-store sampling helped close the sale.

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