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. Hot Pockets aims to be what refuels them.
- In the ad, four roommates, who all easily fit into Hot Pockets' 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.
- The campaign includes TV commercials but is shifting toward a more digital-focused approach, including shareable videos, a specific Popkey GIF keyboard, and content posted on Twitter, Facebook, and Instagram. Vine videos featuring six personalities will also demonstrate how Hot Pockets refuel their efforts.
Dive Insight:
Hot Pockets is also encouraging consumer interaction by inviting fans to post videos of their own talents via social media using the hashtag #honoraryroommate, with Hot Pockets gear as potential prizes.
Food and beverage companies are taking to social media in droves to promote their products, spread brand messages, and interact with consumers. This has included traditional platforms like Facebook and Twitter but also newer platforms like Periscope. Other companies, like Coca-Cola, are looking beyond social media as they report falling engagement on those platforms, as the soda giant has with its new branded content site, Journey.
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 their meals, it wouldn't be surprising to see Hot Pockets follow up last year's batch with more snack-friendly additions to its portfolio.
