Based around the TV spot for the “Choose your Classico” campaign, we were tasked to further extend the campaign through digital & social. The whole idea of the campaign was focused on a “rivalry” between the vast amount of Classico sauce flavours, deciding which would be Canada’s #1 sauce. To define success of this 4 week program, we would drive a high traffic of people to the Facebook App.
To do this, I had created animated & static banners, social engagement posts, and a destination where people could vote each week (similar to a tournament bracket) for their favourite Classico Sauce. Only voting once per day to drive long-term engagement, participants could vote & instantly qualify for a cash prize each week, as well as claim a coupon that would drive them to in-store sales.
Project
Rivalry Campaign
Client
Kraft Heinz
What I Did
Lead Design, Social Post Development, Animated Banner Design
Continuing To Build On The
Playful & Competitive Nature
Of The Rivalry Campaign.
Naming the digital program “Battle of the Sauces”, we wanted to embody the intensity and excitement of the competition, as well as communicate the idea of Classico vs Classico. To create this excitement, we would craft content pre-campaign, during, and post-campaign.
Pre-Campaign
Raising awareness for the competition and get fans excited. Prime audience with updated cover photo & timeline posts.
During Campaign
Amplifying the personalities of the sauces. Keeping the audience informed on progress of competition to keep them coming back to vote.
Post-Campaign
Celebrated and spread awareness of the winning flavour. Amplified by calling out on Classico main website, social page, etc.
Bringing the rivalry to life
Throughout the campaign, I had created many social posts to not only show the playful nature of the competition, but to give personalities to the sauces. Keeping a constant theme, I had used splashes of bold vibrant colours with the intention to make the sauces the the hero’s to help them stand out from the busyness of social media.
