We created ‘Snickers Hunger Blunders’ – a series of segments within existing programs, designed to closely reflect the content of the program itself. The first show was The Project, a lighthearted look at the day’s news. We created a weekly Hunger Blunder segment that ran for 21 weeks. Each segment contained an opening Snickers branded screen, followed by a clip taken from the day’s news anywhere across the globe where someone of note had done something funny, silly or even outrageous, and finished with the host reminding the audience “you’re not you when you’re hungry”.

The Snickers Hunger Blunders have been a resounding success. 21 content pieces ran in program nationally within The Project and 8 nationally within Before The Game, reaching a combined audience of over 4.2 million and a combined cumulative audience of over 13.5 million. In excess of 20 minutes of prime-time TV content in program. A budget stretch of over 40% on activity. We knew we resonated locally when we saw a 29% increase in agreement with the statement ‘Snickers is a brand for down to earth people”. And most importantly, sales increased by over 18% from pre to post campaign!