Pics Peanut Butter

Spreading the love
across the ditch

the challenge

You would be hard-pressed to find someone that doesn’t love Pic’s Peanut Butter in New Zealand. But similar to their rugby, Australians are severely lacking in their peanut butter game. We were tasked with creating and executing a campaign to simultaneously increase Pic’s brand awareness across the ditch, and engage their loyal New Zealand following.

HOW WE TOOK IT
BACK TO THE 90’S

Enter the Haley Joel Osment Inspired – Pic’s “Pay It Forward” project. Pic’s eaters are a loyal bunch, so we needed a way to leverage this existing community of brand advocates to increase trial. Inspired by the movie “Pay It Forward”, we opened the floodgates to peanut butter lovers across Australia and New Zealand. Via a custom micro-site, users could nominate “good sorts” for a free jar. The catch – they could only be chosen by a complete stranger. Once chosen as a winner, you were then required to choose two complete strangers from a list, who would each win a jar and pass on.

  • Pics
  • Pics
  • Pics

Once you go Pics
you never go back.

Over 3,000 nominations, 1,300 email database sign ups and heaps of peanut butter later, we had an impressive map detailing where each jar had ended up and why. Over 10,000 peanut butter lovers visiting the campaign micro site #whodathunkit.

3,210 466,190 160
Good Sort
Nominations
People
Reached
Trips across
the ditch

PEANUT BUTTER WORTH EATING AND SOCIAL MEDIA WORTH ‘LIKING’.

While a fair bit of hard yakka, the Pay it Forward campaign didn't pull all our focus. We kept the Pic's feed consistent with some mouth-watering always on imagery to break up the campaign content. This also allowed us to push a relatively new innovation from the Pic's team: peanut butter "slugs". More of an on-the-go snack than an unwanted slimy glob - they're actually as delicious as they are convenient.

We were stoked with the Pay it Forward campaign and loved working with the Pic's team. We hope our future is filled with many more jars of Pic's - not so much the Haley Joel Osment movies.