In 2012, Dunkaroos were discontinued in America. So to make Canadians fall back in love with the brand, we showed them how much those Americans wanted them back. Smugglaroos is a website that connects Canadians planning trips to America with Americans who want Dunkaroos, and encourages them to smuggle the packs of cookies over the border. Not only would it sell more Dunkaroos in Canada, but it would help get them back into the hands of Americans who were pining for them.

To support the launch of Smugglaroos, we created a robust communications approach to generate awareness based on:

· Building/monitoring website

We built a website for Canadians to register their upcoming trips to the U.S., along with how many packages of Dunkaroos they could bring.

· Exclusive media interview

Before the campaign officially launched, we offered the story as an exclusive to a top-tier marketing reporter, Susan Krashinsky from The Globe and Mail.

· Launch day media drops

These drops contained a call-to-action to visit the website, and sign up to smuggle the snack across the border. The tagline “Make America Dunk Again” was embroidered on hats and included.

· North American media relations

General, lifestyle and broadcast media across the country were pitched to.

· Influencer outreach

We also engaged Canadian/U.S. influencers with high social following to create conversations about the campaign via their own channels.

While our key goal was to drive media conversations to reignite the product, we never imagined that we would also actually have people using the service to the extent that they did. Smugglaroos was featured in Canadian and American publications, such as Globe and Mail, Bloomberg, Huffington Post, Cosmopolitan, Vice, Vogue, Seventeen Magazine, and Daily Mail, amongst several others generating 55,000,000 media impressions, $550,000 in free media, and a 45% increase in social media conversations.