Barnum's Animals Crackers 100th Anniversary Celebration

Publication Date: 2003

Source: SO08 Silver Anvil Award
Product Code: 6BW-0307C08
Organization/Author/Firm: Kraft Foods' Nabisco Biscuit Division,   Manning, Selvage & Lee
Industry: Food - Beverage / Consumer Products
Specialization(s): Marketing / Special Events - Observances / Program Planning / Anniversaries Celebrations
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Since 1902, Barnum's Animals Crackers (BAC) have delighted kids of all ages, so for its 100th anniversary BAC wanted to reengage both past and present consumers in order to reinvigorate sales for the brand. The result was an integrated marketing campaign that asked the public to vote for one of four new animals - the koala, cobra, walrus and penguin - to be permanently included in the box. The program measurably increased sales and consumer awareness in each of its two stages - by 41 and 21 percent respectively, without any advertising and only limited POS support and generated over 344 million media impressions.