McVitie's Pamper Hamper

After a really tough year, the brand recognised that a lot of our consumers were emotionally and psychologically drained and unhappy. As a brand with the goal of bringing joy, the campaign answered a brief to develop an idea to help consumers end the year smiling. We identified 6 everyday people who, though having their own problems, still make others smile. They were surprised with boxes of products (to share smiles with others) and our followers were encouraged to nominate everyday heroes like the six. 20 online nominees (out of over 500 hundred nominations) were also surprised with product hampers.