MR.TOM
A bold, integrated campaign with the aim of getting Mr.Tom stocked in 'the big four' supermarkets.
Creative - Design - Copywriting
The Brief
Mr Tom wanted to boost sales of their peanut bar by achieving listings with the ‘big 4’ supermarkets, whilst also growing their presence in the UK after a lull in sales and brand identity, despite being a vintage bar with a long history behind it.
We therefore needed to create a campaign with the aim of getting in front of the buyers for Tesco, Asda, Morrisons and Sainsburys to achieve national listings in these supermarkets and boost sales.
Mr.Tom 48 Sheets
In order to create engagement in the campaign, we created the bold hashtag 'Show Us You're Nuts', encouraging the audience to share something equally as nutty. This element formed the core idea to the experiential held in London's Waterloo station. Passersby were encouraged to have a picture taken of them being 'nuts' against our Mr.Tom step and repeat wall, for it then to be shared on social. Promotional videos, as well as rotations of the audience's images, were also broadcast on the 40-metre-long digital screen in the centre of the station during the experiential, with animated escalator panels and 6 sheets pushing the event throughout the station.
Assets were also created for petrol pumps, outdoor, supermarket trolleys, digital, print and social media. Takeovers of the media spaces surrounding the buyers' HQ's were also incorporated into the campaign to push the brand and it's message to this key audience.
Mr.Tom Waterloo station takeover
Mr.Tom animated escalator panels
Mr.Tom petrol nozzles
Mr.Tom 'The Grocer' press advert
The Success
All four of the supermarkets said yes to stocking Mr.Tom
Sales were up 14% on the previous year
An additional 1.1m bars were sold
The campaign reached 2.4m people - each seeing the ad
Mr.Tom digital adverts
Mr.Tom 6 Sheets
Mr.Tom video books, sent out to key buyers
Mr.Tom campaign media
The Idea
Mr Tom's iconic offering is a bold, nutty taste, with quirky, vintage inspired packaging; in order to capture the attentions of the retail buyers, we expanded on these key elements with punchy copy and by taking inspiration from the flamboyant Salvador Dali. Channeling Dali, our protagonist symbolised Mr.Tom's true nuttiness, creating an eye-catching, engaging campaign, whilst working harmoniously with the product and direct copy.
In order to create engagement in the campaign, we created the bold hashtag 'Show Us You're Nuts', encouraging the audience to share something equally as nutty.