Life is bitter enough: Sir Mary promotes new Hero jam
With a digital brand and activation campaign, the traditional company Hero launches its new jam "Jam Jam". Sir Mary is responsible for the launch campaign, content strategy and product naming.
The launch campaign for "Jam Jam" celebrates the new confectionery as a small joy in everyday life that always encourages people to see the sweet side - no matter how gray the sky, how long the traffic jam or how early in the morning it is. In keeping with the company's aim of reaching a younger target group, its new claim underscores this appeal in a somewhat bolder way than Hero is used to: "Life is bitter enough.
The product line, developed for millenials, comes in intentionally smaller glasses for single households. For its development, Hero also broke new ground in terms of taste and had more than 100 young Swiss people, including some influencers, vote on the varieties, fruit content and packaging design during a breakfast event.
"The conviction The little things in life make the difference is deeply rooted in Hero's brand DNA. We make jam and don't change the world with it, but we sweeten the mornings of thousands of people every day. The campaign imaginatively conveys that a single positive thought is often enough to go through life with a smile - even if something goes wrong," Hero's Marisa Schwyter explains in a statement.
The heart of the campaign is a colorfully illustrated animated film in which the four "Jam Jam" varieties - strawberry, plum, apricot and raspberry - cope with everyday mishaps as animated characters themselves. The film will be used in various lengths and formats on all popular digital channels. The campaign is extended by digital performance measures - from the Tinder Ad to the Watson Content Bridge. Sir Mary is also responsible for media strategy and distribution.
Responsible at Hero: Marisa Schwyter (Marketing Manager), Nikolas Petschen (Junior Marketing Manager), Sina Kohlhofer (Digital Manager), Angelika Leemann (Head Marketing Retail). Responsible at Sir Mary: Pascal Baumann, Delia Guerriero, Katrin Espelage, Luca Zurfluh, Patrik Kesseli, Nadine Pachoud, Nicolas Hostettler, Fabian Habisreutinger, Vanessa Habisreutinger. Responsible for production: Digital Studio: Deli Hamburg & Deli Berlin. Producer: Christoph Stingel. Photography: Nom-Nom; Corinne Zeltner, Bettina Ehrismann.
