Annabelle Candy Company


Annabelle Candy Company


App, Social Media, Promotion


Lead Creative Direction, Brand Strategy and Copywriting. Drive awareness for Big Hunk to an audience who has never tried it much less heard of it. No prior advertising assets, brand legacy, or awareness of Big Hunk with anyone under 40. Encourage product trial with a 10,000 candy bar giveaway in exchange for 10,000 Facebook likes. Link the banner ad campaign to app within Facebook for seamless user experience (registration, fulfillment). Limited budget and time.


This campaign went viral and the Big Hunk page grabbed 50,000 new Facebook likes in just four days. This beat the projects goal by 5x. Big Hunk gained more likes than all of their immediate competitors combined. Brand awareness and engagement with Big Hunk on Facebook significantly increased after the campaign launch and post campaign. Increased year over year domestic sales by 2.7%. Prior to advertising, sales were down 10% Year Over Year. When advertising ran, sales increased 16% Year Over Year. 92 million impressions, 52,000 new likes, 60,000 BOGOs delivered over 8 weeks.

CPGGeoff SkigenDigital