Beyond the Snack Bowl: Engineering a New Role for a Classic Brand
To solve the challenge of cultural relevance, this campaign capitalized on the insight that home baking has become a visual, social trend. The core strategy was to reposition M&M's from a passive snack to an active, essential ingredient within this creative movement.
Bypassing traditional ads, the strategy hinged on a partnership with food media brand Twisted to create visually-driven, 'social-first' content. This collaboration provided instant authenticity and a hero asset—a Union Jack cake—engineered for viral sharing.
Garnering over 5.2 million views, the campaign successfully repositioned the classic product for a new generation. This case proves that a deep cultural insight, combined with the right strategic partnership, is the ultimate formula for engineering new relevance.
