Ending 2015 on a high note, G&G Digital scooped an Outright Gold Award for the Canderel #SugarFeelingTheCrunch campaign at the recent New Generation Social and Digital Awards.Taking top honours in the Online PR category, #SugarFeelingTheCrunch was a collaboration between G&G Digital and Hammerhead TV. Subverting the concept of a traditional product launch, Canderel eschewed bland press releases and an expected event for a completely integrated online and experiential campaign to launch new Canderel Crunch – a granular sweetener that looks and tastes like sugar.
A real-life Sugar Cube caused havoc during the weeklong launch campaign in a desperate attempt to cling to relevance after the launch of Canderel Crunch. From threatening to sue Canderel for identity theft, to harassing shoppers and coffee shop patrons, the Sugar Cube’s antics were captured in a series of videos directed and produced by Brendan Jack.
The Sugar Cube took his battle for relevance to social media with a dedicated (and desperate) Twitter account (@SugarCubeMan) as well as guerrilla tactics including a LinkedIn profile and job-seeking posts on Gumtree and Careers24.
During his very public sugar highs and lows, Canderel took on the role of a brand doing crisis communications, sending out media blasts with updates and posting statements across social channels. The result? A highly memorable campaign that made the message stick – Canderel Crunch looks and tastes like sugar.
“The creative team really put their hearts into making this campaign the success it was, so it’s wonderful to receive this recognition,” says Michael Gullan, MD and co-founder of G&G Digital.
“The digital space presents so many unexplored opportunities for unconventional PR, and #SugarFeelingTheCrunch truly was a trail-blazing campaign straight out of left field. We’re very proud of the results.”
- Total PR QPI to date of over 2 million
- Campaign ROI of 32:1
- Over 78 000 views of the video content on YouTube and Facebook to date
- Over 18 300 organic views recorded after campaign spend stopped
- Organic reach on Twitter of just under 290 000 unique accounts
- Almost half a million organic impressions served on Twitter