MOIR’S | ‘DON’T JUST MAKE IT, CREATE IT!’ CAMPAIGN

BRIEF

Moir’s tasked us with conceptualising their annual campaign idea. Whatever we came up with had to resonate with a target audience that takes pride in baking and preparing mouth-watering desserts for family and friends.

CHALLENGE

Besides capturing the essence of the target audience’s baking pride, the idea had to be versatile enough to be baked into Easter, Ramadan and Christmas. And it had to work equally well across in-store and social media environments.

SOLUTION

A delectable campaign that invited consumers and shoppers to ‘Don’t just make it, create it!’. We even got to spend a yummy day creating and shooting the desserts that were featured on the collateral. A competition element fired up everyone’s imaginations with the chance to win a celebration. Entries were posted on Facebook using #MyMoirsCreation.

OUTCOMES

Our client loved the campaign line and competition format – it gave them the flexibility to communicate a single brand message to a culturally diverse audience, while adapting the competition element for a more personal feel.