Reynolds Wrap, a 70 year old brand, wanted to reinvigorate itself for a younger, digitally savvy generation. With summer being the peak season for foil usage, it was the the perfect time for the brand to be targeting this new audience. Our goal was simple: create fun, humorous content and remind consumers of Reynolds Wrap while cooking for their summer get-togethers.
We teamed up with HelloDenizen to make Tiny Hamster BBQ. A fun online video, showcasing a gaggle of furry friends feasting on mini meals and enjoying some fun in the sun. Between sunbathing, gobbling 'burgers' and munching on 'kebabs,' the little creatures didn't disappoint. Tiny Hamster BBQ took the internet by storm. The video itself gained over 2.5 million views within just one week. Everyone fell in love with our furry friends and couldn't stop sharing the video on social media.
In total, our little summer party was shared well over 44K times on Facebook and 2.8K on Twitter. The craze didn't stop there. Tiny Hamster BBQ was picked up by hundreds of media outlets including: Huffington Post, Buzzfeed, People, Food & Wine, PopSugar, Mashable, USA Today (FTW), Perez Hilton, MTV, CBS News & Inside Edition, Today and many others.
The amazing content and subsequent exposure paid off. People loved seeing this fun, light-hearted side to the brand. Thanks to the partnership, we were able to extend our reach far beyond our current audience and turn Reynolds Wrap into a culturally relevant brand for a whole new generation of fans.
