A MUSEUM THAT DIDN’T EXIST A CAMPAIGN THAT LET PEOPLE IMAGINE IT
The Story
- Client:
- Orchard Valley Harvest
- Category:
- CPG/Packaged Food
- Creative Campaign:
- No Nut November
TURNING ABSTINENCE INTO APPETITE, ONE NUT AT A TIME
Orchard Valley Harvest was fighting an uphill battle: the snack nut category was shrinking, younger men saw nuts as healthy, but boring, and category giants were dominating with much bigger budgets. We needed to drive sales and make Orchard Valley Harvest relevant to a new generation. So we found an irresistible cultural opening: the internet’s infamous “No Nut November.”
We did what any self-respecting nut brand would do and launched “Say No to No Nut November,” turning abstinence into appetite with a nut-obsessed mascot leading a full-blown movement. We infiltrated Reddit, Grindr, and social feeds, crashed ESPN's College GameDay with protest signs, and drove it all to a campaign site where pledges became purchases and donations to fight hunger.
"One thing they're unlikely to find the campaign is forgettable."
Danielle Oster, Mediapost
+36%
sustained YoY growth
+43%
Amazon sales in November
CAPABILITIES
- Integrated
- Strategy
- Creative
- PR and Earned Media
- Social and Influencer
- Production
Recognition
- Effies, Silver: Small Budget
- Effies, Bronze: Social Media
- Effies, Silver: Timely Opportunity
