Global Winner



Agency: Clemenger BBDO Melbourne

Brand: Snickers

Market: Australia

Chocolate bars are one of the most frequently promoted categories in food.

Each week shoppers face an onslaught $1 bars or 2 for $3 offers, which has led to over 50% of all convenience store purchases now happening on promotion.

SNICKERS needed to find a way to tell its ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’ story that rose above the noise of price tickets.

But we needed to do so in a way that leveraged the ‘discount hunting’ behavior millennial consumers want and retailers demand, rather than fight against it.

Based on the above, we set the following objectives:

1. Drive reach of SNICKERS brand communications to over 2 million Millennials beyond TV

2. Increase sales of SNICKERS in a key retailer by 10%, ultimately delivering category growth for the customer

Campaign Goals

  • Traffic
  • Engagement
  • Product Catalog Sales
  • Store Visits

Facebook Products Used

  • Video Link Ad
  • Image (Photo)
  • Website Link Ad