Bueno positioned as a ‘little indulgence’ in £1m campaign
Bueno is building on its sponsorship of London Fashion Week with a £1m campaign, created by B Street, which promotes the brand as ‘Your Latest Little Indulgence’.
The campaign offers one fan a week, between March and June, the opportunity to win £1000, by taking a photo of their latest little indulgence which they must then share, with a short overview of their latest little indulgence, on Bueno's website.
Kevin Exley, B Street creative director explained: “The Bueno campaign breaks away from the traditional model of promoting a confectionery brand and talks directly to its audience on their terms, positioning Bueno alongside fashion, as one of life’s little indulgences.”
This is the first time that the brand has looked to fully embrace the digital space, with online advertising, entries accepted through social media, and free sample in deliveries from online fashion retailers between March and May including ASOS and Missguided.
Bueno senior brand manager Jessica Wylie said: “We wanted to provide an engaging brand platform that reflects the values of our fashion-led campaigns and the perfect taste and texture of Bueno. B Street achieved this with this highly visual campaign that cleverly links the Bueno bar to life's other little indulgences and taps into the social sharing trend seen amongst our core target audience, fashion conscious women aged between 25 and 34 years old."
The campaign will also be promoted via press advertising in magazines such as Grazia, Look and Hello.
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