NUTS FOR bees
Justin’s nut butters
Justin’s Nut Butters wants everyone to know, if the bees disappear, so will our food supply. With the help of director, Jeff Tremaine, co-creator of Jackass, we rigged a pop-up restaurant with 14 hidden cameras, and captured people’s reactions when we took away exactly 1/3 of their malbec, steak and mashed potatoes.
The campaign delivered a total of +62 million total impressions, getting more clicks on FB than the brand’s entire FY22 media campaign, as well as some love in Adweek.
+62MM TOTAL IMPRESSIONS
+21.8MM TIKTOK IMPRESSIONS
+196,000 site visits
OLV
SOCIAL (:15)
All channels drove to a landing page where people could enter to win a pollinator-friendly flower garden, generating over 17,000 giveaway entries.
Behind The Scenes:
Cultural Observation:
One of our “mark” diners started to suspect something was up. The giveaway? She noticed none of our “planted” diners were looking at their phones. They were just talking to each other. Who does that anymore :) ? We quickly course corrected.
CDs: Miller Jones / Stu Confer
ACDs: Abbi Smith / Deepak George
Producer: Laura Johnson