J. Walter Thompson’s “Smile Factory” campaign introduces Rowntree’s as a master brand for the first time

London, xx April 2016: J. Walter Thompson London creates first-ever master brand

campaign for Rowntree’s, also making it the first confectionary brand to use Facebook’s

Canvas.

The campaign, which also includes TV, interactive mobile banner ads and VOD, brings

Rowntrees’ much loved brands Fruit Pastilles, Randoms, Jelly Tots, Tooty Frooties and Fruit

Gums together into one big happy fruity family by creating the Smile Factory – a sneak peak

inside the inner workings of the sweets themselves.

The TV focusses on each of the three sweets by showing the front opening and revealing a

playful fun production line staffed by miniature workers toiling away inside. In the Randoms

sweet there are roller skates, slides, unicycles, a giant foot and a randomiser machine.

The social strategy uses Facebook’s anthology platform to serve a sequence of posts telling

the Rowntree’s Smile Factory story and giving users a deeper and more engaging

experience inside the factories.

The first are dynamic cut downs of the main TVC introducing viewers to the Smile Factory.

Post two uses an immersive Facebook Canvas post – the first time a confectionary brand

has used it - and gives users the chance to look at the inner workings of the Smile Factory.

The final is a carousel with playful mini animations showing the sweets pinging from one

frame to the next highlighting the range and encouraging trial.

An immersive version of the Smile Factory will also come to life in an interactive mobile

display ad, which – with a swipe of a finger – allows smartphone users to open up the door

to the factory. Once inside users can control the machinery themselves, turning it on and off,

playing with the speed of production and feeling the vibrations of the chomping chewing

machines.

David Masterman, creative director at J. Walter Thompson, said: “Every one of these

sweets is a self-contained smile factory. We tried to find interesting ways for Rowntree’s

lovers to look inside and explore.

Jemma Handley, Senior Brand Manager at Rowntree’s, said: “At Rowntree’s we are all

about firsts, so it was important that our first master brand ad had a category first as well.

When the mundane and serious parts of life get in the way, our sweets have always made

people smile so giving them a way to see where that happiness comes from through Canvas

seemed like a great idea.”