TIME TO CALL TIME OUT

The Head Scratcher 

TimeOut had become a ‘forgotten’ biscuit bar. We needed to put it back on the map (and into people’s hands) and highlight its unique product positioning… that it can offer a moment of levity in Brits’ busy day to day. 

The Idea 

 With Tuesday being the most aggravating time of the week for Brits, and commuting the no.1 thing that causes stress, we needed a tension-busting solution. In comes our Time to Call TimeOut van. An emergency squad that  took to commuter hubs on Tuesday’s throughout the summer, to deliver a TimeOut and cup of tea for a much-needed pause during their usual harried and hectic Tuesday morning. 

Our media relations campaign helped raise awareness of the much-loved brand’s message for Brits to take a breather and a literal ‘time out’ when life gets heavy, whilst getting the tasty treat back into people’s hands. Oh and conversation was flowing on and offline - winner, winner.

Results 

• 38,000 consumers reached directly through in-person sampling during 2 activation days 

• Over 2 million opportunities to see delivered through earned media 

• 114 pieces of earned coverage secured across national, consumer and regional media