Challenge: How can we drive awareness of Hamburger Helper among new audiences and ones that haven’t thought about the brand since they were kids?

Insight: If you’re trying to be seen as a cool brand. You have to impress the cool kids. 

Solution: We created, with the help of local students and influencers, a branded mixtape – the first of its kind. To help make sure we squeezed every ounce out of the idea, we built a social strategy to slowly tease out the idea. We created content as if we were an aspiring rapper… sharing beat samples on social, photoshoots in the studio, leaking a tracklist days before. Within hours of posting, Helper was the number one worldwide trending topic on Twitter and within days the songs had racked up millions of plays. Not only was the mixtape unexpected – it was really damn good. The music, the beats, the production weren’t just “good for a brand” they were good. Good enough to earn a very strong review from Noisey.

Awards:

• Cannes Lions – 2x Shortlist
• Clio – 2x Silver
• The Ringer – Most Surprisingly Lit Sponsored Content

Take a listen: