creative director : writer : middle child
King's Hawaiian
King’s Hawaiian rolls make frequent appearances at the dinner table for major holidays. But the brand wanted to expand the usage occasion and showcase just how versatile the deliciously sweet Hawaiian rolls could be. They came to us looking for an engaging, ownable and unique Halloween program that included pineapples (that was actually on the brief). And hence, the Legend of Hallowaiian was born.
The integrated program featured monster sandwich creations and encouraged people to swap pumpkins for pineapples when it came to carving. To top it off, consumers could enter for a chance to win a trip to Hawaii. A robust retail and social media calendar made the season a spooky success.
INTEGRATED PROGRAMMING
CONSUMER PROMOTION
DIGITAL
SOCIAL
RETAIL