MACE Breakfast's In The Bag

Fifty-Three Six integrated a three-part video series, Breakfast’s In the Bag, into a multi-channel digital strategy to activate the partnership between MACE and Johnny Sexton during the 2019 Rugby World Cup.

Goal

This campaign promoted the continued partnership between MACE and Johnny Sexton, while encouraging consumers to choose MACE for their breakfasts during the Rugby World Cup. 

Strategy & Execution

With RWC games broadcasting live in the early morning hours in Ireland, we pinpointed a unique opportunity to own the FMCG category and join the conversation, without being an official sponsor. 

We launched a strategic digital campaign, underpinned by a three-part video series to increase brand awareness, while 1) making an impact and cutting through the noise during the cluttered advertising period and 2) achieving scale and awareness of MACE’s breakfast offering in the Irish market during the RWC.

Results

We created and produced a series that not only leveraged the RWC conversation, but cut through and differentiated itself during the biggest global sporting event of the year. Breakfast’s in the Bag resulted in over 2.3 million video views and over 36,000 engagements. Most notably, this campaign led to a +9% growth in MACE sales.