Whilst still a lunchbox yoghurt favourite, Frubes were losing relevancy with mums and kids alike. So we were challenged to drive sales, market share, and purchase frequency with their Minions movie sponsorship.
To create an engaging campaign hub that not only housed the on-pack promotion, but encouraged users and fans to stick around and engage with Frubes for longer, thus building brand relevancy in their household.
Helping the brand to reinstate itself in the kids’ yoghurt marketplace resulted in a dramatic uplift in sales, and 7% category growth.
Missing Minions was born! Extending from Frubes’ partnership with the Minions movie, we created a series of games for fans and parents alike to try and find the ‘missing Minions’ using the Red Reveal goggle that were available on promotional packs. We created the entire look and feel for the online hub, as well as all the game graphics.
Uptake and ease of use of the website meant excellent redemption rates for Frubes – the on-pack promotion went down a storm with fans.
We also developed the on-pack promotion funnel where thousands of fans claimed their prizes, and played the Missing Minions game.
Lots of fans looking for lots of missing Minions!