CLIENT
Pladis
Jessica Woolfrey, Senior Brand Manager
Asli Ozen, Chief Marketing Officer
Catherine Morgenroth, Marketing Manager
AGENCY
Andy Jex, Chief Creative Officer
Sandie Dilger, Chief Strategy Officer
Grace Wallace, Strategy Director
Paddy Paddison, Creative
Gareth Hughes, Business Director
Cyndall Mcinerney, Creative
Bhrena Marino, Strategist
Jess Smith, Strategy Partner
Ben Brazier, Creative Director
Johnny Ruthven, Creative Director
Irina Fomicheva, Account Manager
Tabitha Clark, Account Manager
MG OMD
Ru Biollo, Senior Client Executive
SUMMARY
During lockdown, snack sales surged, but one brand was left behind. Pigeonholed as a children's packed-lunch treat, Mini Cheddars failed to resonate with adults, who are Britain's biggest snack consumers. Urgently needing a revival, the brand faced daunting challenges: a minuscule market share, 2% spontaneous awareness, and a modest marketing budget dwarfed by competitors. With a delicate balance to strike, a new campaign created a vibrant cheesy world shot through with an undercurrent of edgy humour. Once underperforming, Mini Cheddars, exceeded all expectations and outperformed the entire snack category.
