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From the 15th Annual Shorty Awards


Finalist in Integrated Campaign


Launch new JET-PUFFED Camp S’mores glow-in-the-dark packaging with a campaign to kick off s’more season, drive incremental sales for the brand, and give families more reasons to sit around the campfire with JET-PUFFED this summer. 

Strategy and Execution

JET-PUFFED needed help launching new glow-in-the-dark packaging. When we discovered the launch coincided with a rare planetary alignment, and an entire summer filled with spectacular stargazing events, inspiration hit and a new summer night activity was born - S’moregazing. Making s’mores under the stars. The perfect occasion for a glow-in-the-dark bag of marshmallows.  

We launched #GoSmoregazing by announcing a new constellation, S’morion, and certified it with the International Star Registry to build excitement around S’moregazing.   
We built a custom AR star-finder experience which scanned the sky to help fans easily identify S’morion. Consumers used the QR code on the packaging to open the star-finder and learn more.  
Every stargazing event was a S’moregazing occasion.  
We created a social media content plan that aligned with the celestial calendar. Posts identified stargazing events and used Instagram’s new reminder feature to ensure our followers never missed a S'moregazing moment.  
Additionally, we partnered with influencers to introduce their fans to #GoSmoregazing by promoting a UGC sweepstakes. People who posted their S’moregazing experience on social were entered for a chance to win a S’moregazing kit, complete with a telescope and everything needed to make s’mores.   

Our content drove to which housed our star-finder and the full S’moregazing event schedule.   

Finally, we took the campaign outdoors where it belonged — purchasing billboards in remote locations free from light pollution to promote the new packaging where product would be used. Creative utilized unique VISEN glow-in-the-dark technology to transition the billboard from day to night, demonstrating the unique packaging in OOH form. 


Our campaign objectives were to drive awareness of our new packaging and encourage fans to get outside and #GoSmoregazing. 

With fans showing up through social media content and our UGC contest, fan engagement with #GoSmoregazing surpassed our KPI by over 3x. 

We garnered earned media attention with 53MM impressions across top outlets including Ad Age, Thrillist, and more. 

Campaign total of 329MM impressions across all media channels, with 100% positive/neutral sentiment. 

Our microsite and hub for the mobile AR experience,, received 125% more page views than our benchmark, totaling 33K+. Many users found our S’morion constellation via our virtual AR experience and spent a significant amount of quality time with our brand to do so: the average session duration on our AR filter was :38s, which outperformed our KPI by 126%. 

We saw a significant shift in consumer behavior which drove incremental sales for the JET-PUFFED brand during the must-win summer season. JET-PUFFED’s Camp S’mores overdelivered on sales goals, driving over 8x incremental dollar sales at retailers that carried the product throughout July and August. 

By stepping in to own a classic summer activity and a beloved summer treat, we created the perfect launchpad for our glowing new product innovation. We owned the summer season and inspired countless families to get out and  


Video for #GoSmoregazing

Entrant Company / Organization Name

The Kitchen, The Kraft Heinz Company (Jet-Puffed)


Entry Credits