Swizzels.

Create a digital-focused campaign to showcase Swizzels' expanding range of vegan-friendly products.

Swizzels is one of the UK's most beloved confectionery brands, known for creating some of the most iconic and nostalgic sweets enjoyed by generations.

Founded in 1928, the company has a long history of producing classic treats like Love Hearts, Drumsticks, Refreshers, and Parma Violets.

Challenge

In recent years, Swizzels has developed an extensive range of vegan-friendly products. However, many consumers remain unaware of the wide variety of delicious vegan sweets available.

Veganuary was the perfect opportunity to change that by introducing audiences to new vegan lines like Great British Puds and Choos, along with beloved classics like Parma Violets.
In addition to increasing product awareness, another key objective was to boost reach and engagement among Swizzels' audiences.
The campaign needed to resonate with both 'full-time' vegans and vegetarians, as well as those trying Veganuary for the first time.

Given the broad target audience, it was crucial that the campaign avoided heavy-handed or preachy statements that could alienate some individuals. The brief called for a light-hearted, fun, and inclusive approach.

Solution

Anyone who has participated in Veganuary knows how quickly you can start craving the convenience of your old diet, the ease of picking up whatever you want from the nearest shop without having to scrutinise ingredient labels.

That’s where Swizzels' vegan range shines, ticking all the boxes for both seasoned vegans and newcomers alike. Their products are not only delicious, but they're also widely available (unlike kale crisps) and far more affordable than premium options like Ella’s energy balls. Our idea was to capitalise on these advantages by highlighting the key differences from typical vegan snacks through straightforward and honest advertising.

Our ‘say it like it is’ campaign did just that. With slogans like ‘chewier than chickpeas,’ ‘fizzier than fennel,’ and ‘nicer than dried fruit,’ we positioned Swizzels products as a fun, flavorful alternative to the more mundane vegan snacks out there.

In addition to creating enough grid content to keep Swizzels active throughout Veganuary, we developed several additional assets to reinforce and drive the campaign home.

One highlight was the ‘Emergency Sweet Service’ competition, which ran across social media in January, perfectly complementing the overarching Veganuary campaign.

This fun, tongue-in-cheek concept was designed to "rescue" those participating in Veganuary from dull vegan snacks by offering an emergency doorstep delivery of sweets to brighten their experience.

We also developed a variety of engaging Instagram story ideas to further connect with Swizzels followers, including ‘would you rather’ quizzes, games like Veganuary Bingo, and animated stories like ‘snap the sweet.’

The Veganuary campaign kept Swizzels' audience engaged throughout January, and the ‘All These. All Vegan. All Year.’ assets continued to boost awareness of the range throughout the year.

The team at Anything have produced some very bold, humorous and engaging campaigns for Swizzels. Our teams work well together to produce strong trade and consumer campaigns that have real impact and deliver results.

Sarah-Louise Heslop
Marketing Manager at Swizzels

We believe our customers deserve the right solutions without compromise.

We successfully launched a powerful social campaign for Swizzels, paving the way for sustained digital growth. By collaborating relentlessly with our customers and making the complex simple, together we get results.

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Swizzels.

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