Insight
Hunger is something that everyone can relate to. With so many options to curb hunger at our fingertips, it can sometimes feel overwhelming. But in truth, the answer is clear.
When hunger calls, grab a Wall’s.
We want to use our fantastic brand line to build an association between Wall’s and the answer to when hunger calls. It’s time to give our brand line the fame it deserves.
Idea
Our approach is simple: make our “when hunger calls grab a Wall’s” brand line famous.
We’re taking it to the people who matter most and inviting the nation to help create the ‘When hunger calls, grab a Wall’s’ jingle. We’ve built the line, and now it’s over to our consumers to make it famous!
Results
Sing it to win it
Our first step to making our line famous lies with our “Sing it to win it” campaign. We’re asking the nation to get their paintbrush or wooden spoons at the ready to sing the Wall’s ‘When Hunger Calls, Grab a Wall’s’ line in whichever way they like.
The ask to our Wall’s fans was straightforward: simply record a short clip of themselves singing our brand line, send it to us, and if their video clip makes the cut – they’ll be in with a chance of winning £5k! Most importantly, the winner will also collaborate with a music producer to create a short jingle to spread across the internet and radio.
In order to find our Wall’s star, we opted to spread the word far and wide on social media. Partnering with our friends at On the Tools for a second year running, we partnered with handpicked sausage-roll-loving influencers to help find our star. And, of course, this is supported by Wall’s own channels, too.
After 100’s of applications, our winner was chosen by a panel of independent judges and whisked away to a private recording session with our Wall’s music producers to create our “When hunger calls grab a Wall’s” jingle that we know and love.
