In the world of social gatherings, a good dip is an essential component. Recognizing the importance of dips in creating memorable occasions, Holy Moly, a renowned dip brand, aims to revolutionize the perception of this typically ‘boring’ category by infusing it with fun and excitement. With their fresh and flavorful range of dips, Holy Moly is on a mission to “own fun” and increase brand awareness. Let’s explore more about their ad campaign.
Striking Visuals and Strategic Placement
Holy Moly’s campaign, developed in collaboration with independent creative agency AGIT8, features a series of eye-catching posters across the Greater London rail network. The creative execution is both clever and provocative, showcasing customer reactions with strategically placed Holy Moly logos acting as ‘stickers’ to cover expletives. This design ingeniously plays into the brand’s strapline: ‘Purer, Tastier, Holier’.
The campaign’s reach is substantial with over 1,000 poster sites utilizing 4-sheets and 6-sheets. Through JCDecaux’s Nurture programme, the partnership with National Rail ensures high visibility among London’s commuters for several weeks, culminating on National Avocado Day on July 31st.
Amplifying Reach Through Multi-Channel Marketing
While the outdoor campaign forms the cornerstone of their strategy, Holy Moly isn’t stopping there. The brand is developing a series of complementary marketing activities designed to extend the campaign’s impact. These initiatives include:
- Paid and organic social media campaigns
- Tactical marketing opportunities
- Events and guerrilla marketing tactics
This comprehensive approach aims to create a cohesive brand experience across multiple touchpoints, maximizing awareness and engagement.
A New Voice in a Traditional Category
Chris Busher, Holy Moly’s Head of Marketing, emphasizes the campaign’s intent. “We wanted a campaign to literally get Holy Moly on consumers’ lips whilst bringing to life our bold and witty personality.” he stated. This statement underscores the brand’s aim to stand out in a category often perceived as conventional.
Gerry Human, Executive Creative Director at AGIT8, adds, “It’s not often a brand has such strong stand out in the category, backed by outstanding products too. Our goal with this campaign was to create something that not only grabs attention but also brings a smile to the face.“
Final Thoughts
Holy Moly’s marketing strategy of infusing creativity through humor, and personality into its brand is evident in this ad campaign. The campaign is sure to establish a new standard for innovative food marketing. This approach represents a significant shift in how food brands, especially in the dip category, engage with consumers. By owning ‘fun’ in a traditionally understated category, Holy Moly is creating a memorable brand experience. It will be interesting to observe how this bold strategy impacts the brand’s awareness and market position as the campaign unfolds.
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