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Rowntree's Randoms

Develop a multi-media nationwide campaign to drive awareness and trial of the launch of the new confectionary product Rowntree's Randoms.  An innovative, targeted and quirky campaign with personality was required.

By the very nature of the brand, everything we did was truly random and interacted with consumers in an unusual and non-traditional way. 

Samples were distributed at unexpected locations and events.  The promotional vehicle was a 1968 three-wheeled "Random Reliant" and staff were dressed in the right uniform but in the wrong place!  The Randomers included a ballerina, scuba guy, train conductor & jockey.

Random's Big Game Days were set up in key shopping areas offering people the chance to play random games including crazy golf and giant twister. 

Random Acts of Kindness were carried out at busy Luas stops - random people were chosen to win a free pass for the day.  We had our very own Random's train conductor on commuter trains that, instead of shouting "Tickets Please" shouted random words like "Shuttlecock" and "Seashell" and distributed packets of Randoms instead of collecting tickets.

One of the most memorable elements of the campaign was the Random Protests carried out in city centres - "What do we want?  Randoms! When do we want them? Now!"