We were appointed by Terry’s Chocolate Orange to lead the legendary brand’s first foray into social media. Bringing their distinctly British personality to life and celebrating their die-hard fans.
The team were asked to translate the new ‘Deliciously Unsquare’ positioning into social activations that drives engagement and builds a community of loyalists.
Instinctively, we had to capture the quirkiness that lies beneath why Brits have taken Terry’s to their hearts for decades.
This is largely tied to nostalgia, which is no bad thing. But it meant beyond the festive period, people didn’t think of the brand very often. Therefore we needed to break Terry’s out of its seasonal box and become every day, not just Christmas day.
With no previous social activity to learn from, we started with a clean slate and an empty profile. A steady, and delicious, stream of new products gave us material to keep our fans hungry – and enthusiastic lockdown bakers creative. Hundreds have shared their wares – from cupcakes, to woolly hats made especially for a Chocolate Orange. Obviously.
Our early community management made one thing clear: people love the late, great White Chocolate Orange. So we relaunched the resurrected product in August to much fanfare – with our content seen across various news sites. And Mail Online.
From zero social presence to over 12,000 Instagram followers in six months, the British public have fallen back in love with Terry’s Chocolate Orange.
“I started my hunt for a social agency and was really picky in ensuring the agency had similar values. I was recommended Media Bounty, got a response within minutes and met to discuss the brief the next day. Talk about speed! I think that summarises the way the Media Bounty teams operate; with passion, speed and partnership. This is the beginning of our journey with them, but we are very pleased with the work so far and can’t wait to see how the brand’s social presence will grow in the coming years!”
Laure Gentil, Senior Brand Manager