Goals and objectives
Pascall is the largest everyday candy brand in New Zealand, and manufactures iconic local favourites like Jet Planes, Minties, Milk Bottles, and Pineapple Lumps.
These treats are a feature of growing up in New Zealand, and have been for generations.
Now that millennials are parents, Pascall wanted to reconnect with this group and drive penetration and consumption.
To do this, they challenged Stuff to align the brand with moments of authentic ”Kiwiness” where:
- Parents could let go of adulting and access their “inner child”
- Families could share unexpected and spontaneous fun
Utilising Stuff’s most engaging formats across video, digital and print, we used tech and creativity to draw the audience (Millennial Parents) in, in a series of short bursts of fun spontaneous 'moments' to engage their kids.
We created an impactful presenter-led five-week quiz, game, article and video series designed to get parents and kids (re)connected, and it performed well beyond expectations.