Uncrustables are the best part of the sandwich because, of course, there’s no crust! That’s exactly what Smucker’s highlights in their “Sorry Crust!” campaign where they introduced consumers to Uncrustables® and his less…fun brother, Crust. He’s a little rough around the edges – all the more reason to leave him out when you’re packing your lunch. To promote this in a fun way, Smucker’s and its agency Zenith enlisted interactive advertising company Infillion to build an ad that challenged users in a hunger-inducing “Don’t Catch the Crust” reaction game.
Games like this are perfect for brands like Uncrustables that have an inherent playful streak. In this ad, users had to “pack their lunch” by moving a lunch box back and forth to catch the falling Uncrustables, while avoiding the Crusts. With 30 seconds on the clock, players had to move fast to score as many points as possible. Successful players were notified they had packed a perfect lunch, while less successful ones were encouraged to try again.
Users had a ton of fun landing Uncrustables in their lunch boxes, as they spent an average of 53 seconds playing the game, with 5.5 average interactions resulting in 150% more interactions than benchmark performance. Games tend to deliver a full-funnel lift and encourage high interactions, but this result was high even for this category! With a 2.3% click-through rate, this experience drove serious cravability for a sandwich without the crust.
