Pringles Promo WHAT THE FARM by Leo Burnett Milan

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market Italy
Agency Leo Burnett Milan
Director Dante Cecchin
Designer Ivano Nazeri
Released October 2010

Credits & Description

Category: Best Use of Games
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Oct 1 2010
Entrant Company: LEO BURNETT, Milan, ITALY
Group Creative Director: Riccardo Robiglio (Leo Burnett)
Group Creative Director: Paolo Dematteis (Leo Burnett)
Client Creative Director: Andrea Jaccarino (Leo Burnett)
art: Massimiliano Bibbò (Leo Burnett)
art: Fabiano Faroldi (Leo Burnett)
copy: Emanuele Viora (Leo Burnett)
copy: Caterina Corsini (Leo Burnett)
Motion Designer: Alberto Lot (Leo Burnett)
Motion Designer: Davide Sittinieri (Leo Burnett)
Designer: Ivano Nazeri (Leo Burnett)
Director: Dante Cecchin
Media placement: Video - Online - 1 Oct 2010
Media placement: Moodboard - . - 1 Oct 2010

Describe the objective of the promotion.
Our objective was to launch the new Pringles Multigrain in the Italian market, while changing young adults’ perception on cereal snacks and driving as many people as possible to try the product.

Describe how the promotion developed from concept to implementation.
We found a real farm in Tuscany and gave it to five young, delirious farmers. Then, we brought everybody there through a multichannel engagement platform, hosted on We loaded it with games and challenges for the users, turning the Multigrain sample into a prize craved by thousands of “farmers”. In the end we attracted more than 500,000 Italian Young Adults to the farm.

Explain why the method of promotion was most relevant to the product or service.
The creative execution brought a mind shift that made italian young adults try the sample of a cereal snack that was perceived as boring and not tasty as all the other cereals. Once they tried it, we sold 700k Multigrain packs.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 500,000 unique visitors in 3 months.
More than 75,000 played matches.
More than 12,000 hours together on the website
More than 700, 000 Pringles Multigrain packs sold in 4 months