2019 Winner
Mars Wrigley Confectionary
Snickers Hater Bar
BBDO Toronto
SilverAToMiC Engagement
SilverNiche Targeting
Snickers took to Twitter to get certain “Haters” to become lovers of its bar.
Despite the Toronto Raptors achieving its best season ever, many fans began to express doubt as the team entered the playoffs. As a partner of the Raptors, Snickers decided to connect this love/hate behaviour to its long-term “You’re not you when you’re hungry” platform.
Twitter had become the epicenter of basketball commentary, and so the idea was to call out Raptors “haters” on the social platform and make them eat their words.
The brand worked with BBDO and sent people real Snickers bars with their tweets printed on the packaging. It also posted a picture of the bar and tagged the fan on Twitter, accompanied by a message telling them “You’re a hater when you’re hungry.”
Credits
Creative Agency: BBDO
Tom Kenny: VP, Planning
Denise Rossetto: Chief Creative Officer
Todd Mackie: Chief Creative Officer
Derek Blais: VP, Associate Creative Director
London Choi: Copywriter
Caroline Kilgour: VP, Group Account Director
Stephanie Martins: Account Director
Jamie Faltl: Account Supervisor
Matt Eves: VP, Director, SGL Studios
Tom Burton: Sr. Print Production Manager
Robert Quan: Sr. Print Production Manager
Jason Rooney: Sr. Production Artist
Mars Wrigley Confectionary
Diana Frost: Vice President Marketing Mars Wrigley
Kurtis Wong: Brand Manager – Bar Brands
Michelle Lefler: Director, Corporate Affairs
FleishmanHillard HighRoad
Victoria Ehgoetz: Consultant
MediaCom
Amanda Hill: Associate Account Director
Robyn Van Driel: Senior Media Executive