Walker were involved in the above the line advertising for this campaign. The campaign was rolled across outdoor; 48-sheet and 6-sheet advertising. The result was their biggest campaign with ad space booked across the country. This was a challenging but ultimately very rewarding campaign which allowed our designers to have a lot of fun bringing the character Peter Rabbit to life within the Mash Direct fields!
Walker were employed to combine the assets; tying the movie with the core image of the Mash Direct brand; adhering to Sony’s brand guidelines. Using the Sony assets, we created an animation that saw Peter Rabbit running through the Mash Direct field holding his favourite pack - obviously mashed carrot & parsnip!
The secondary message of the campaign was the competition they ran to encourage the product purchase. The prize; a free holiday in the South of France worth £10,000! This was to be promoted on specially designed packs with a message on the reverse of the sleeve. This competition was across 10 product packs which all required the same design concept, but applied to the different cutter guides required to make each pack unique.
The campaign was also rolled out through press ads and digital advertising. Some particularly fun parts of the campaign were the social requirements. We created videos with Peter Rabbit dancing, as well as a fun ‘360° photo’ for Facebook where users could search around the Mash Direct farm to find Peter and his friends.
PETER RABBIT™ & © FW&Co. PETER RABBIT™ Movie © 2018 CPII All Rights Reserved.