To create buzz around Heth PR's rebrand to Milk Creative Communications, Milk created a pop-up cereal bar, aptly-named Crunchtime for its month-long lead time. To build awareness, Milk built branding materials including a logo, Instagram account with original cereal photography (@crunchtimecerealbar) and microsite (www.crunchtimecerealbar.com), all while maintaining ownership anonymity. Finally, a week before Crunchtime's launch, Milk announced their rebrand and involvement with the cereal bar.
For the event, Milk and Cahoots Creative Happenings transformed the interior of Timbertrain into a tropical cereal oasis. To ensure social reach, a media event took place the night prior to public opening, resulting in several posts under the hashtag #CrunchtimeCerealBar by major YVR food and lifestyle bloggers. At $5 a bowl and extra $0.50 per topping, Crunchtime sold 330 bowls of cereal and raised just under $1800 for Backpack Buddies. Over the course of the campaign, Crunchtime gained over 325 followers on Instagram and earned 7,108,904 media impressions through coverage in Marketing Magazine, Daily Hive, Westender, CTV News Vancouver, CBC News, and more.