A Snack Company’s First Outdoor Ad Was Only Seen by a Pigeon and a Runner

2020 was a crazy year for everyone. Events were cancelled, plans inevitably changed and work environments transitioned to a more online format. It was a year in which we had to be able to adapt to a lot of new things. Companies also had to change their marketing strategies when it came to reaching their audiences. A move from traditional methods to more creative ones were needed, especially as 2020 took shape. There were even those who had planned their marketing activities well before 2020’s pandemic had reached their doorstep and were left with the decision to either cut their losses or try something different.

Enter Emily Crisps, a relatively new consumer snacks company that had planned to launch their first ever outdoor advertising campaign. They had purchased electronic outdoor advertising spaces in late 2019 and were faced with the lockdown. It forced the marketing team to think of a more creative solution for these spaces. When asked about the decision to continue to advertise outdoors, Adam Draper, the managing director stated “I don’t want my money back, I just want to make sure it works for us”. He further explained that he wanted the team to create something that was positive spirited and to point out the unfortunate situation.

In less than a week, the marketing team was able to churn out a new strategy. Draper believes that the new campaign will be more impactful than their previous message, as its relevancy provides a little humor, which people want given the circumstances of 2020.