Ahold is a holding company that owns national supermarket chains such as Stop & Shop, Giant Foods, Martin's and Peapod. To promote a new season of their Own Brands pumpkin products for fall, we created the Pumpkin Poet, a character so inspired by a love of pumpkin that he writes "Delicious Haikus" to share with an adoring public. In these short videos created at The Shop, we see the Pumpkin Poet performing on stage at a poetry slam and sitting at his desk writing about pumpkin products that move him. He also tweets to his followers daily. Results: Over 50% campaign engagement on Facebook, over 15% on Twitter and 94% average completion of videos. Pumpkin fans also posted almost 400 of their own Delicious Haikus.
The Pumpkin Poet inspired others to write their own Delicious Haikus.
Stop & Shop wanted customers to give a "Salute to Summer" and Escape the Kitchen by enjoying great food outside. So we created a fun summer photo contest, calling for submissions around different themes. By submitting a great photo of their dish, people competed to be anointed with special titles such as Grill Master, Patriotic Picnicker and Supreme Scooper. Over multiple posts throughout summer, this resulted in thousands of Likes and Shares.
Ahold had a line of new peppermint products for Christmas season. But the problem was, they arrived in store on Halloween! Who would be most excited about that news? Santa of course! So on Halloween, we posted these:
