We inspired kids with ads that posed different sandwich shapes against each other, like Rocket versus Shark. These drove Mum to the App, which combined kids’ drawings (UGC) with 3D printing to create unique sandwich cutters. The competition ran for 6 weeks with daily winners selected by our community manager.

Mums uploaded their child’s drawing to the Gallery, where they could also get recipe ideas to liven up lunchtime sandwiches. We also commissioned a professional sandwich artist to develop specific Flora recipes, and seeded a short film on Facebook and YouTube to explain the magical journey from scribble to sandwich.

The Flora Sandwich Studio helped strengthen Mum’s relationship with the brand, with a 164% uplift in Facebook fan engagement. The average visitor spent 3 minutes exploring the App. This was a 270% improvement on previous activity. There was also lots of healthy rivalry between sandwich artists on Facebook, generating 4.7 million impressions.

Furthermore, the campaign inspired over a 1,000 young sandwich artists to enter. The App then seamlessly blended UGC and 3D printing to create 100 unique sandwich cutters, taking personalised content to a whole new level. The most important result, however, was inspiring kids to get creative with sandwiches.