Dive Brief:
- Hot Pockets, a Nestle brand, is launching a new campaign targeted at men ages 18-34 (millennials) who are active with varied interests but find themselves interrupted by hunger.
- In the ad, four roommates, who fit the target demographic, live in the Hot Pockets House and attempt stunts not recommended for consumers, and a handful of microwaves are on hand for heating up Hot Pockets as hunger strikes. Hot Pockets is encouraging consumer interaction by inviting fans to post videos of their talents via social media using the hashtag #honoraryroommate.
- The campaign includes TV commercials, but is shifting toward a more digital-focused approach, including shareable videos, a Popkey GIF keyboard, and content on Twitter, Facebook, and Instagram. Vine videos featuring six personalities will also demonstrate the company's message.
Dive Insight:
Food and beverage companies who were early adopters of social media to promote products, spread brand messages, and interact with consumers have used traditional platforms like Facebook and Twitter but also newer platforms like Periscope. Companies, like Coca-Cola, with its new branded content site, Journey, are looking beyond social media as they report falling engagement. Hot Pockets continues that trend with this campaign.
After releasing new products like snack bites and breakfast bites last year, Hot Pockets will likely follow this campaign with another focusing on this year's innovations. With snacking becoming a shift in how consumers think about meals, Hot Pockets is on track to follow up last year's batch with more snack-friendly additions to its portfolio.