While Haribo enjoys widespread recognition as a prominent brand with an extensive global fan base, it remains important to continually innovate and stay pertinent in the highly saturated confectionery market. Drawing upon consumer insights and ethnographic research, we uncovered an unexplored opportunity to diversify our offerings during the Easter season. Traditionally dominated by chocolate eggs and bunnies, we aspired to establish a fresh new, tradition by introducing the Haribo rendition of the classic chocolate Easter egg hunt – aptly named, "The HARIBO Eggstra Hunt."
Collaborating closely with the Haribo team, we strategically aligned the launch of their new product, Eggstras, with the Eggstra Hunt initiative. We cleverly weaved a narrative around a rogue Haribo fried egg character on the lam, which added an exciting dimension to the campaign. Our strategy encompassed both online and offline elements, ensuring a comprehensive and immersive experience for our audience.
Results
Fiora played a pivotal role in every facet of this campaign, from its initial ideation and conceptualisation to the meticulous wireframing and management of social media content. The team storyboarded, filmed, and edited a teaser video to generate anticipation and excitement for the forthcoming hunt. Moreover, we assumed responsibility for crafting and strategically overseeing all social media content, guaranteeing the seamless execution of the online competition.
The culmination of our efforts was an enthusiastic and engaged audience, with the campaign amassing a remarkable total of 16,784 tweets bearing the hashtag #HariboEggHunt and receiving an impressive 6,207 photo submissions featuring our runaway Egg character. This overwhelming response underscored the success of the Eggstra Hunt campaign, solidifying Haribo's position as an innovative and beloved brand in the confectionery industry.