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Special Project

Special Project
From the 8th Annual Shorty Awards


Entered in Integrated Campaign, Video


All across this great land, people are diving face-first into cheesy, saucy, double bacon-y, delectably deep-fried dishes – foods so good they're worth getting a little heartburn for. And that's because everybody knows they can get rid of that heartburn in seconds with the real, fast relief of TUMS.

We in the TUMS social media biz have a term for this really, really good food: #TUMSworthy. And the harsh truth is, not every food makes the cut. It takes an expert eye to separate the "Mmm" from the "Meh."

So we sent our resident Meatball and Taco out on the road this summer to food festivals from Naperville to Reno to hobnob with fans and tally up all the #TUMSworthy food they could find. They had a van, a half-baked plan, and thousands of miles ahead of them. What could go wrong?

We knew quickest way to anyone's heartburn (and heart) was through their stomach, with TUMS fast-acting, heartburn-stopping power. And that fit right into our overall objective of developing a closer, emotional-connection between the brand and the consumer. With the #TUMSworthy tour, we did just that, launching a new socially driven campaign to drive a closer connection—forged over the love of food—between the brand and its consumers.

Our communications objectives were targeted reach, video views, and engagement across our social channels. Our social output (videos, photos, social posts, Tumblr launch) was designed to achieve them all.

Strategy and Execution

Our strategy was to elevate the brand by associating it with the kind of irresistable food you just can't get enough of. The kind that's so good you don't mind getting a little heartburn and popping a couple TUMS.

While the tour was framed around summer food fests, #TUMSworthy is not inherently seasonal, which will allow us to extend the campaign for the rest of 2015.

Our client also asked us to create something that complemented their existing partnership with the Great American Cookout. Knowing we would already have a TUMS on-site presence at a number of the biggest food fests this summer, we were able to make the partnership feel even bigger by owning the conversation at the events and generating content to share online, so we could own that space as well.

We also developed a digital strategy to leverage the hashtag #TUMSworthy and incorporate it into everything we did.

We built a Tumblr to serve as a landing page for all of the #TUMSworthy content, making sure to use the #TUMSworthy tag for each post. Content posted to the tumblr included:



Video for #TUMSworthy

Entrant Company / Organization Name

Weber Shandwick, GlaxoSmithKline


Entry Credits