Hubbards gets to #1 in the Granola category with, ‘The Oatchelor’.

The Challenge

Hubbards needed to launch their new Granola range and make it a success right out of the blocks to ensure continued supermarket support. The problem was we didn’t have big above-the-line budgets – so we needed to find ways to get the brand into the vernacular and drive word of mouth via a lower-cost social strategy.

The Solution

Riffing off the social currency around the hit TV show, The Bachelor, Hubbard’s “Oatchelor” was born.

The campaign allowed us to tell a fun and engaging story that also brought to life our core brand truth; great, healthy basic ingredients (the oat) meets-up with a variety of tasty other partner ingredients. Our central ‘Ingredients made for each other’ campaign positioning line was applied across social, video and digital mediums – and word-of-mouth did the rest.

The Results

Hubbards attained, and maintains, the #1 Granola category lead position in supermarkets in NZ.