Yuriy M / Creative Director

Brookside : #TalkAboutDelicious

Social Media Response & TV

TENSION

Brookside Chocolates, a Hershey brand, had an unfortunate case of “healthy face.” The packaging was stark white and clinical. The logo looked like calcium supplements, or maybe a golf resort, not chocolate. But the sales data told a different story: once people tried them, they became obsessed.

INSIGHT/

STRATEGY

We analyzed social mentions and found something delightfully disturbing. People were writing thirst tweets about Brookside. The same obsessive and overly descriptive energy normally reserved for Henry Cavill was being directed at chocolate balls. So, we stopped acting like a CPG brand and started acting like an object of internet desire.

IDEA

FROM ONLINE THIRST TO BROADCAST


We turned the digital obsession into a national commercial campaign. We took real user generated content including unhinged tweets, desperate Facebook rants, and overly descriptive Instagram confessions and had a comedic spokesman respond to them. The goal was simple: use our obsessed current customers to convert new ones.


I developed the tagline #TalkAboutDelicious, positioning the conversation itself as the core of the brand.


We shot over 15 spots for TV, streaming and social. Thankfully, there’s a supercut…

— PROJECT

Talk About Delicious


— CLIENT

Brookside Chocolate

(Hershey)


— ROLE

Lead Writer


— AGENCY

Argonaut


This wasn't just a TV campaign. It was a response engine.


  • THE LOOP
  • We replied to the original posters on social, closing the loop between the screen and the feed.

  • THE SHELF
  • We took the thirstiest tweets and plastered them on in-store displays, interrupting the shopper right at the point of purchase.

  • THE SEQUEL
  • The campaign worked so well it generated a fresh wave of unhinged comments, which we immediately turned into a second batch of commercials. The campaign (almost) wrote itself.


IMPACT

The campaign grew the unhinged fanbase and turned social proof into ravenous sales.


  • - Best Sales in the brand's history.

  • - 30 Million earned media impressions.

  • - 90,000+ new followers


THANKS TO THE TEAM



Chief Creative Officer: Hunter Hindman

Creative Directors: Rob Calabro, Beau Hanson

Copywriter: Drew Hoolhurst

Art Director: Rinee Shah

Art Director: Brian Vandeputte