For Quality Street’s transition to recyclable paper wrappers, BCW created limited edition recyclable wrapping paper from the sweets’ new wrappers and launched a pop-up wrapping service in central London. TikTok sensation The Folding Lady was on hand with top wrapping tips which helped drive the conversation online. Decked out in Quality Street’s celebrated colours, the event was highly Instagrammable and captured the immediate attention of passersby.
Listings media were targeted to drive footfall and a three-pronged media strategy incorporating consumer research, top tip content and hero visual assets, was employed to great effect. The event generated a wide breadth of coverage across national and consumer lifestyle titles resulting in 55 pieces of earned media coverage with a reach of 258M. The Folding Lady’s content reached 85K people across Instagram and Tik Tok.