105M

Impressions in One Day

29%

Engagement Rate

5.3M

Page Views

Project Notes

An epic, pop-culture campaign including video, influencer, social, and PR

We updated Laffy Taffy’s social and digital presence to make silly jokes and tasty flavors an interactive, family affair with thousands of engagements.

What we did

The Brief

Laffy Taffy is a beloved candy brand with a rich history. They approached TOP shortly after acquisition; the new company wanted to bring its marketing into the 21st century while still maintaining the “little bites of joy” that kept it iconic over decades. They wanted to bring back the youthfulness of the brand while capitalizing on a generation of dedicated fans through an annual campaign focused entirely on customer engagement. There was also the question on whether their messaging, imagery, and overall positioning were still relevant and competitive among other confectionery brands.

The Execution

TOP conducted market research through online surveys, and a brand strategy analysis via consumer interviews to establish new messaging and positioning for Laffy Taffy to make its new splash. Merging these data sets with our expertise in calendar-based marketing, we created four major activations throughout the year. These time triggers were selected to capitalize on moments during the year that Laffy Taffy was already predisposed to own. We leaned heavily on influencer marketing, and multiple channels including social, digital video, Always-On PR to highlight the importance of family and a coined campaign, “Little Bites of Delight.”

The Result

The results were immense. We launched and managed Laffy Taffy’s social sites, garnering almost 30% engagement on Father’s Day. Across our four tentpole activations, we galvanized hundreds influencers, earned top tier media mentions, and social videos were played and shared several-thousands of times. Over the course of the campaign we were able to position Laffy Taffy as one of the parent company’s rising star brands and set the example for breathing new life into legacy candy brands.

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