“Drive penetration & consideration for the new TUC Bake Rolls”  - for Mondelez 

Challenge: Make millennials  try the new TUC Bake Rolls and rejuvenate the TUC brand.

Idea: Let’s move from the apero moment (TUC core) to everyday screentime moment for TUC Bake Rolls!

”TUC Bake Rolls, SOOFA-ntastisch lekker”.

We created a surprising digital firsts campaign by pranking random millennials with our sofa-(wo)man on TikTok and other social channels in Belgium and The Netherlands. 

Check the case video below.

To create the sofa-(wo)man we started out with some rough sketches.

Check below how it turned out!

We made sure people noticed the new product thanks to huge OOH advertisement and sampling activations.