Snaccident Awareness Week


Go Ahead, Pladis



Injecting relatable humour to contemporise Go Ahead’s New Year product launch.  

Have YOU been involved in a Snaccident that wasn’t your fault?
Every year people put unrealistic expectations on themselves, setting New Year’s resolutions that are nigh on impossible to stick to.

To launch Go Ahead’s brand new Fruity Cake Bites, we flipped holy dieting intentions on their head with a campaign designed to contemporise the Go Ahead brand and made it relatable to consumers, at a time when we all need to go a little bit easy on ourselves.

Drawing on the insight that unrealistic diets and role models inevitably lead to slip ups and accidental snacking, we commissioned research which revealed that the impact of lockdown and working from home is causing a surge in ‘snaccidents’.

The solution? We created the first ever National Snaccident Hotline manned by the nation’s darling, Scarlett Moffatt. Providing uplifting messages on how to bounce back from a ‘ snaccident that wasn’t your fault’ during lockdown, the free phone line was open to help those who’ve fallen off the wagon, helping people start 2021 by making better snacking choices.

Editorial coverage for the campaign, including interviews with Scarlett within national and consumer online media, and regional radio stations, and product placement coverage for the new Fruity Cake Bites has been published in 54 titles to date with a reach figures of over 294 million, achieving 100% key message penetration.

This was a 

Consumer PR

Project for Go Ahead, Pladis

Learn more about Consumer PR

You may also like

Taking Vegan Cheese Mainstream 
Light it Blue
Real Estate Management
Meatless Meatball
View our Work
Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google