Launching New Recipe Bulmers Pear

Creating a community of pear huggers on Facebook

Brief:

To drive awareness of New Recipe Bulmers Pear online with 18-25 year olds, male and female.

Concept:

The TV ad showed group therapy with orchard workers taking it in turns to hug the pear. We expanded this idea online, showing orchard workers really beginning to believe in New Recipe Pear:  falling backwards into the arms of a pear,  becoming a fan of Bulmers Pear on Facebook etc.

Brand Awareness Ads:

We created a high impact, video display campaign starring Des, an orchard worker learning to really trust the pear.

Sampling:

We also ran a geo-targeted, flash display campaign which showing the sampling venues nearest you.

Facebook:

All creative clicked through to our Bulmers Pear fan page on Facebook. This was our focal point, containing all our competitions, updates and an application where you could invite your Facebook friends to a specific sampling night.

We created a Facebook application where you could send your friends a big, fat juicy hug. This was promoted through a tab on the Facebook page, social ads, and posts to wall. Send your own hug here!