| Title | THE GENEROUS BOX |
| Brand | GENEROUS |
| Product/Service | COOKIES |
| Category |
B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
BOWLING BRUSSELS, BELGIUM
|
|
Advertising Agency
|
BOWLING BRUSSELS, BELGIUM
|
Credits
| Gwenn Nevelsteen |
Bowling |
Associate Strategic Director |
| Christophe Ghewy |
Bowling |
Associate Creative Director |
| Jan Sidgwick |
Bowling |
Head Of Studio |
| Soraya Hellara |
Bowling |
Account Manager |
| Dimitri Mundorff |
Bowling |
Client Service Director |
| Jens Claessens |
Freelance |
Illustrator |
| Sam Smekens |
Bowling |
Graphic Designer |
The Brief
Generous is a fresh hand-made cookies company with a small marketing budget. For the launch of the brand we created an outstanding packaging with Generous characters and their stories in order to gain earned media. For this campaign Generous asked us to create more brand awareness in a Generous way.
Describe how the promotion developed from concept to implementation
Generous regularly sent us a boxful of broken cookies, because they couldn’t sell them anymore. This gave us the idea to generously donate the broken cookies to a caring person or a charity organization. For this generous act, we created The Generous Box. A big box full of broken cookies featuring all the familiar Generous characters like Charlotte Chocolat, Victor Vanille, Sylvain Speculoos and Céline Citron. This time, they’ve had a bit of an accident while baking cookies. You can read all about how it happened on The Generous Box.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thanks to the Generous box new customers get in touch with the Generous brand in a Generous way. Even though the cookies were broken the receiver of the Generous box could taste the delicious flavor and share them with colleagues and friends. The pictures and stories were shared on social media.
Spontaneously people start to nominate generous people who deserve to receive the Generous box.
Generous evolved from a product based communication to a dialogue with the target audience about generosity.
Explain why the method of promotion was most relevant to the product or service
We created an easy tool for generous to be generous each week and to have content for social media.
On top of that we reinforced the brand name and we played with the Generous characters and stories.