We created fun, interactive, online films with the purpose of reminding jaded adults just how awesome winter can be.

However, the animated content had a clever twist - the films could be viewed in two different ways.

Playing on the iconic nature of the product’s packaging, we used the Mini Babybel red cellophane wrapper to tell each story differently.

The films could be viewed unfiltered, showing only the negative side of winter or filtered, using the wrapper to reveals a child’s playfully positive version of the same winter scenario. Things like the joy of jumping in puddles, flying a kite or making snow angels.

This playful twist allowed our audience to not only engage with our content online, but to interact with our product at the same time.

• Implementation: 6 pieces of creative

• Timeline: Friday 2nd December 2016 – Wednesday 4th January 2017

• Placement: Facebook

• Scale: 6 promoted posts

• Reach:

o 4.6m people, 97% of our identified audience population target

• Engagement:

o 230k+ engagements

o 1.42million video views (190% of planned 740k)

• Sales:

o Volume sales KPIs reached

• Achievement against business targets:

o #1 product in value and volume share at Christmas (in lunchbox cheese category)

o Leading penetration growth of lunchbox category