The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

May 28, 2012 | 2 min read

Haribo is inviting consumers to select up to five ‘virtual’ pieces of Starmix to help build a digital image of the Queen, following food sculptor Paul Baker making a portrait using over 13,000 pieces or Haribo.

The online campaign was designed and developed by Crab, and directs users to watch the video of Baker and his team making the Sweet Art, which is on display at the Museum of Brands in Notting Hill until the end of August, as well as inviting them to select their Haribo pieces to make up the digital image.

Those who contribute will have their name listed alongside the art when it is hung at Haribo’s Yorkshire head office.

Louise Lawson, Haribo brand communication manager, said: “We started our Jubilee celebrations by unveiling a limited edition, Union Jack branded bag of HARIBO Starmix before looking at how we could commemorate this momentous occasion further both on and off line.

“We believe that our digital sweet art provides fans of the brand with a fun countdown to the Diamond Jubilee, as well as allowing them to take part in a unique piece of sweet history. We are really excited about seeing the finished piece, which will be extra special because we know that fans of the brand have helped to create it.”

PR for the campaign is being handled by Open Communications.

Haribo

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Crab Creative

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