PiCK UP!, one of Bahlsen’s most popular biscuits across mainland Europe, had relatively low awareness in the UK. The objective was to reposition the product for British consumers while supporting a nationwide experiential roadshow designed to increase trial, consideration and purchase.
Working alongside an experiential agency, we positioned PiCK UP! as a biscuit brand that challenges convention. The creative platform encouraged consumers to embrace a bolder, more outspoken version of themselves, aligning the brand with playful disruption.
We developed a social-first content strategy to amplify the experiential tour and engage audiences both online and on the ground. Activity included geo-fenced social campaigns around event locations to support street teams as they moved through the UK.
Alongside this, we launched a 12-month content programme featuring digital sampling initiatives, a micro-influencer campaign and mobile wallet discount vouchers to drive trial and encourage purchase.
Social engagements
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Number of activation locations across the UK
The campaign successfully introduced PiCK UP! to UK audiences, combining experiential activation with social amplification to drive awareness, engagement and product trial at scale.
