by Hubbards AD Maree Lawrence
‘The Oatchelor’ is a fantastic example of taking an overarching brand idea. ‘Ingredients made for each other’, created initially to hero the Hubbards ‘Amazing Muesli’ range on TV, and then extending it in an interesting and relevant way to launch their new Granola range via social channels.
The story tells how the most humble oat is ‘looking for love’, seeking just the right mix of ingredients, flavours and texture combinations to fill every carton in the most mouth-watering way possible.
‘The Oatchelor’, (poking fun at The Bachelor’), proved to be a roaring success with fans and followers of Hubbards all around New Zealand. In fact, in a 4-week period we reached on average 20,000 people with each 13 Facebook posts, generating 5,693 likes, comments & shares, and creating an endless stream of positive love for the brand. And this aligned nicely with the corresponding market growth over the 4 weeks of the campaign. Evidence that there’s nothing like a love story with a happy ending