Bakers Delight, launched an inaugural ‘Share a Bun Day’ with street teams out in force giving away shareable twin packs to passers-by across iconic locations. Simultaneously, on-air mentions on radio invited listeners to nominate the person they would share a bun with in order to win the ultimate holiday to share with that friend. These stories were then repurposed into real content pieces, as well as inspiring on-air conversations. To drive online sharing, as well as physical sharing, we created a dedicated Facebook hub to allow people to share their emotional friendship stories.

Exceeding objectives, volume increased by a massive 1.1 million units or 10.5%. Average spend per customer over the campaign period increased by 34%. Almost 3,000 people nominated someone to share a bun with this Easter.