It started with Elf Yourself. Then television shows jumped on board and you could Simpsonise or MadMen yourself. But why, we asked ourselves, would a consumer want to make themselves a Maynards? Unless you could really become a real, edible Maynards candy. We asked our clients who asked their bosses who asked the candy factory and the answer came back. Yes, we could turn somebody into a candy. And we could sell that candy in stores. After that all we had to do was convince Canadians that one of their faces really would be the next Maynards candy.

In the 3 months the promotion was in market Maynards Canada’s Facebook page added over 100,000 new fans. This little campaign garnered over 24m media impressions including 9m earned media impressions. Equity scores shot up including +24% for Brand Awareness and +22% for Purchase Intent.