| Title | BISCUIT RUN |
| Brand | MONDELEZ |
| Product/Service | MILKA BISCUITS |
| Category |
C01. Live Experience Games |
|
Entrant
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Media Placement
|
CARAT London, UNITED KINGDOM
|
|
Production
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
Credits
| Eric Quennoy, Mark Bernath |
Wieden+Kennedy Amsterdam |
Executive Creative Director |
| Daniel Schaefer, Szymon Rose, Sebastien Partika, Edouard Olhagaray |
Wieden+Kennedy Amsterdam |
Creative Director |
| Riccardo Rachello |
Wieden+Kennedy Amsterdam |
Art Director |
| Mohamed Diaa |
Wieden+Kennedy Amsterdam |
Copywriter |
| Joe Togneri |
Wieden+Kennedy Amsterdam |
Head of Broadcast Production |
| Michael MacMillan |
Wieden+Kennedy Amsterdam |
Executive Producer |
| Magda Czyz |
Wieden+Kennedy Amsterdam |
Broadcast Producer |
| Nelleke Rekers |
Wieden+Kennedy Amsterdam |
Art Producer |
| Nusara Chinaphasaen |
Wieden+Kennedy Amsterdam |
Senior Planner |
| Wes Young |
Wieden+Kennedy Amsterdam |
Communications Planner |
| Clare Pickens |
Wieden+Kennedy Amsterdam |
Group Account Director |
| Will Oakes |
Wieden+Kennedy Amsterdam |
Account Director |
| Elianne Vermeulen |
Wieden+Kennedy Amsterdam |
Account Manager |
| Hugo Boccara |
Wieden+Kennedy Amsterdam |
Account Executive |
| Nelleke Rekers |
Wieden+Kennedy Amsterdam |
Art Buyer |
| Lizzie Murray |
Wieden+Kennedy Amsterdam |
Studio Director |
| Malia Killings |
Wieden+Kennedy Amsterdam |
Designer |
| Noa Redero |
Wieden+Kennedy Amsterdam |
Studio Artist |
| Katie Finn |
Wieden+Kennedy Amsterdam |
Project Manager |
| Michael Graves |
Wieden+Kennedy Amsterdam |
Business Affairs |
| Marie Thorhauge Torslev |
Freelance |
Illustrator |
Why is this work relevant for Entertainment?
This work is relevant to the entertainment category because we created and launched a limited edition Milka Biscuits board game, one aimed at offering the brand’s target audience an entertaining experience they could share with the entire family.
Background
Within the world of Milka chocolate, “Biscuits” operate as a separate business unit, with a marketing strategy of its own.
Over reliance on product innovation was placing pressure on the Biscuit business and sales were plateauing. Signs of decline were especially apparent in the Milka Biscuit heartland markets: France, where the leader was considerably outspending Milka Biscuits and Germany where sales had also begun to slip.
To make matters worse, competition was expanding beyond just biscuit brands to the broader “snacking category”.
Milka Biscuits was in need of platform and brand point of view that could get it back on the front foot and manifest the value of all the products in the range to consumers in new, distinctive, memorable ways.
Our answer to this brief had to be an idea that could translate to 14 countries across Europe.
Describe the creative idea
As a producer of exceptionally tender chocolate, the Milka brand exists to reveal the tender side of humanity. The side that allows us to feel meaningfully connected to those who matter to us. For people to keep exploring their tender side, the Milka Biscuits brand turned to its own experts on tenderness – and those that know the most about biscuits – biscuit jars.
These tender ambassadors helped us enable tenderness in ways that enhance the role biscuits play in people’s lives. As an everyday treat shared with loved ones, Milka Biscuits became our platform to bring families together in more everyday tender moments. A board game was our way of doing that. The game allowed us to build a story around each jar’s quest to get all the Milka biscuits, and it gave Milka Biscuits a tool with which to actually bring people together in moments of tender play.
Describe the strategy
In 2016 and 2017 we created and launched Milka’s biscuit jars: five loveable Biscuit Jar characters who know biscuits better than anyone. The jars gave us memorable characters with which to reinforce what makes Milka biscuits special, in an emotionally engaging and creatively memorable way.
By 2018 we needed to expand their role. We needed an activation that would actually enable tender family moments with biscuits: an idea that would gain our consumer's attention and manifest Milka’s unique point of view on human connection in a bold, unconventional way. “Biscuit Run”, Milka’s first ever board game, was our way of turning our Biscuit messaging into an invitation to use the product in a new, tender way that involved gathering the family, and enjoying biscuits, with our jars as the heroes of a new quest to “get all the biscuits”.
Describe the execution
To launch the Biscuit Run board game, we created an epic trailer starring the Biscuit Jars characters, along with teasers and 'Facebook Take-overs' executions - fun thumb-stopping videos showing the Biscuit Jars getting their biscuits across the Facebook UI.
Viewers were invited to like the Facebook posts for a chance to win the game and in total, 7,000 board games were created and won across Europe, with the game translated in 14 languages. Life sized board games activations also popped up in key markets across Europe, further raising awareness of the board game and of the Milka Biscuits range.
Describe the outcome
From January to July 2018 against the same period during the previous year, Milka Biscuits recorded a 24% lift in sales value.
Recovery was well underway in the brand’s heartland German and French markets where, sales value grew 18,5% and 9% respectively, whilst other important markets such as the Czech Republic and Slovakia recorded a 16% lift.
The French market achieved a 12% lift in volume during the most important sales windows of the year, compared to the previous year.
The initiative helped the brand reach 50% more 15 to 49 year old consumers in Germany, and 43% more in France compared to year previous.
But beyond all of this sales and brand awareness uplift, we gave away 7,000 games to Milka Biscuits fans and spread tenderness all over Europe.