New AJ Griddle Poppers Launch

Agency l East|west Marketing Group
Role l Creative Director
Client l Pinnacle Foods

Challenge:

Create awareness and trial incentive for new Aunt Jemima Griddle Poppers.

Solution:

Born out of the insight that consumers love pancakes and waffles but wanted a smaller version that could be eaten on the go, Aunt Jemima launched new Griddle Poppers. Bite-sized breakfast favorites that you heat and eat on the go. To gain awareness an on line campaign ran on Aunt Jemima’s social pages touting that “Something new has just popped up from Aunt Jemima!” Posts featured lively creative depicting the product popping out of boxes accompanied by flavorful fruit cues. A national FSI featuring creative from the social campaign offered savings as a purchase incentive.

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Disney•Pixar Honey Bunches of Oats "Find Joy and Win" Promotion

Agency l Eastwest MG
Role l Creative Director
Client l Post Foods

Challenge:

Create on-shelf excitement for Honey Bunches of Oats and awareness for Disney•Pixar's Inside Out.

Solution:

Two “Joys” come together to get consumers feeling...joyful! Honey Bunches of Oats lovers know they can always find spoonfuls of joy inside every box! But now if they find “Joy” inside from Disney•Pixar’s new movie Inside Out, they can win a trip to Pixar Animation Studios instantly! Authenticity is king in partnership marketing, and combining these two "Joys" made this promotion ring true with Disney•Pixar and Honey Bunches of Oats fans. Specially-marked boxes feature Joy, and the rest of the Inside Out emotions, graphically appearing to pop out of the top of an open box of HBO, drawing on-shelf attention to the promotion and reinforcing the “Find Joy Inside & Win” theme. The fun doesn’t stop on the box! An extension of the partnership invites Twitter users to tweet an emoji/emoticon showing their mood to @HBOats for a chance to win 4 movie tickets.

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Hungry-Man "Eat Like a Man" Campaign

Agency l Eastwest MG
Role l Creative Director/Social Media Voice
Client l Pinnacle Foods

Challenge:

Increase awareness and brand relevance among a new generation of Millennial males.

Solution:

When did it happen? When did a salad become a meal? When did a coffee become a double foam, non-fat, mocha latte? It's time to answer the call of your stomach and eat what you love. It’s time to once again...eat like a man. Activated across all social platforms, including Facebook, Twitter and YouTube, Hungry-Man joined the on-line conversation by creating relevant content that would specifically resonate with Millennial males. The positioning line, "Eat Like a Man!" unified the brand's message across all mediums, acting as both a rallying cry and call to action. On Facebook and Twitter, Hungry-Man connected with fans through humorous posts which laddered back to the "ELAM" positioning. A brand specific YouTube channel showcasing humorous videos featuring the "ELAM" tagline was created. In-store "ELAM" POS supported. Watch the videos by copying this URL into your browser: http://www.youtube.com/channel/UCLkA10N38p2-YMxiZOH53bQ

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Team Pebbles: Choose Your Side!

Agency l Eastwest MG
Role l Creative Director
Client l Post Foods

Challenge:

Leverage the star power of Oscar Gonzelez and Alex Morgan to create in-store excitement for Pebbles timed to coincide with the World Cup Games.

Solution:

Two professional American soccer players join Team Fruity and Team Cocoa as part of a friendly competition between Fruity and Cocoa Pebbles to see which cereal is more popular among fans! American soccer player Omar Gonzalez of the Los Angeles Galaxy will join Team Captain, WWE Superstar John Cena, on Team Fruity. American Olympic gold medalist and forward of the Portland Thorns, Alex Morgan, will join professional basketball all-star and Team Captain Kyrie Irving on Team Cocoa. “We are thrilled to add such great soccer talent to the Team Fruity and Team Cocoa rosters, especially as the sport continues to become more popular among kids and parents alike,” said Sue Fruzzetti-Reich, Senior Brand Manager at Post Foods, LLC. “Our team captains, John Cena and Kyrie Irving, have done a tremendous job leading their respective teams this year and drumming up team spirit among all Pebbles fans. We are looking forward to having Alex and Omar join the Team Pebbles campaign and rally support among their fans.” Since January, Pebbles fans of all ages have been asked to choose their allegiance to Team Fruity or Team Cocoa. Online, fans can share their support for their favorite Pebbles flavor by visiting www.TeamPebbles.com and downloading an interactive app encouraging fans to vote, take photos, and play minigames. By completing simple online challenges and sharing them through Instagram using their team’s hashtag (#TeamFruity or #TeamCocoa), fans become eligible to win prizes such as gift cards, iPads, or Alex Morgan and Omar Gonzalez signed merchandise. “Joining Team Fruity is a dream come true for a flavor-seeking fanatic like me,” said American soccer player Omar Gonzalez. “I’m prepared to go head-to-head with Alex and Team Cocoa with the hope of helping Team Fruity take the lead as the most well-liked Pebbles flavor – even if it means going into extra time!” Fans will be able to collect Fruity Pebbles boxes featuring Omar Gonzalez on store shelves. Additionally, Omar’s Fruity Pebbles boxes will feature limited edition Kickin’ KaBluey Green flakes. Cocoa Pebbles boxes featuring team member Alex Morgan will also be available in May. “As a lifelong soccer player, I understand the power of team spirit and am pumped to be joining Team Cocoa,” said American soccer player and Olympic gold medalist Alex Morgan. “While Omar has some good moves on the field, we’ll see if Team Fruity can keep up with the chocolate-fueled fans of Team Cocoa.”

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