While it’s tough to top Whittaker’s when it comes to socially savvy FMCG brands, Griffin’s has also had a fair bit of success in that field, with its Choco-ade campaign from a few years back the stand out. And to capitalise on the festive I-need-to-get-them-a-generic-gift-but-it-can’t-be-too-expensive biscuit rush (which is closely related to the chocolate gift giving Cadbury has been promoting for a few years), Griffin’s and its agency Assignment Group are asking Kiwis to provide some rules around appropriate summer Sampler consumption.
Tell us your family’s Sampler Biscuitiquette to be in to WIN your family’s own personalised Sampler: bikki.es/sampler
Posted by Griffin’s on Tuesday, November 10, 2015
Featuring Assignment Group’s Jamie Hitchcock in the starring role (a man who has proven expertise in the art of summer-related advertising), the Facebook video, which has been viewed almost 200,000 times, runs through well-known summery occurrences such as peeling noses, sand up your bum (no body double was required, apparently), and, of course, the inevitable liberties that are taken by hungry family members when they spot a Sampler box.
Griffin’s has provided a few of its own rules for inspiration, such as no double grabbing (“unless the chokky ones have stuck together in the sun. Then it’s ‘Finders Eaters’ on the bonus bikkies”); one fancy, one plain; two plain equals one fancy; or join the line (“If it’s just family tucking into a box, here’s the drill. Mum gets first pick”).
Those who submit their own family’s ‘Sampler Biscuitiquette’—”the unwritten down rules, rituals and memories around how your family enjoys eating the Griffin’s Sampler”—via the Facebook app go into the draw to win one specially personalised box with their very own Sampler memories, along with up to nine other members of the family. And so far there has been plenty of engagement, with over 2,000 Biscuitiquette submissions (across the two posts to date) in the form of comments, over 800 official entries to the competition and reach of over 500,000 people between the two posts to date.