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Barnum's Animals Crackers 100th Anniversary Celebration
Publication Date: 2003
Source: SO08 Silver Anvil Award
Product Code: 6BW-0307C08
Organization/Author/Firm: Kraft Foods' Nabisco Biscuit Division, Manning, Selvage & Lee/New York
Industry: Food - Beverage / Consumer Products
Specialization(s): Marketing / Special Events - Observances / Program Planning / Anniversaries Celebrations
Format: Campaign Case Study (Silver Anvil)
Source: SO08 Silver Anvil Award
Product Code: 6BW-0307C08
Organization/Author/Firm: Kraft Foods' Nabisco Biscuit Division, Manning, Selvage & Lee/New York
Industry: Food - Beverage / Consumer Products
Specialization(s): Marketing / Special Events - Observances / Program Planning / Anniversaries Celebrations
Format: Campaign Case Study (Silver Anvil)
Member price:
FREE
Non-Member price:
$7.99
Summary
Since 1902, Barnum's Animals Crackers (BAC) have delighted kids of all ages, so for its 100th anniversary BAC wanted to reengage both past and present consumers in order to reinvigorate sales for the brand. The result was an integrated marketing campaign that asked the public to vote for one of four new animals - the koala, cobra, walrus and penguin - to be permanently included in the box. The program measurably increased sales and consumer awareness in each of its two stages - by 41 and 21 percent respectively, without any advertising and only limited POS support and generated over 344 million media impressions.
