An Introduction
In a country where snack time is a near-sacred ritual, one debate last year had everyone talking. It was that moment. Time to choose the champion, the one Snack biscuit that would rise above the other.
Across the IRS+ network of 15 local radio stations, listeners were invited to participate in the ultimate “Snack Debate”: “Purple” versus “Yellow”. Thick Chocolate versus Crumbly Shortcake.
But this wasn’t just a light-hearted discussion. It became a nationwide referendum on taste, with the stakes higher than ever. And with thanks to Cadbury, we set out to discover which Snack would be crowned the nation’s favourite.
The Project
Over two weeks, the IRS+ network transformed into a vibrant campaign hub. To kick off, we launched 30-second spots introducing “Purple” and “Yellow”, followed by a dramatic 60-second “Snack Debate” that brought the candidates head-to-head. Each ad played across all 15 stations, setting the stage for an epic taste showdown.
Every Friday, for three consecutive weeks, listeners had their chance to cast their vote via text for their shot at winning a voucher. Engagement was the campaign’s secret ingredient, with weekly check-ins revealing which Snack was leading the charge in the “Snack Debate”.
The mechanics were simple yet effective. Whichever snack received the most votes earned its anthem of victory, with stations playing a celebratory song in its honour. Think “Yellow” by Coldplay or “Purple Rain” by Prince. By the end, over 10,000 texts had poured in from listeners, averaging a staggering 230 texts per day per station.
The results? “Purple” emerged as the overall winner, capturing hearts and taste buds across the network. However, Dublin proved to be a delightful outlier, where both local stations championed “Yellow”. This geographical twist proved that, in biscuits as in politics, local preferences matter.
The Innovative Approach
The “Snack Debate” wasn’t just a campaign, it was an audio spectacle. Our creative team embraced a unique, three-voice format for the ads, a rarity in radio advertising. According to our sound engineer, this dynamic mix of voices, coupled with sharp humour, made the spots truly stand out.
And listeners weren’t the only ones hooked, our stations also loved the campaign. The Local Feed ads came alive with numerous comments from people expressing their votes. The humour of the campaign resonated far beyond the airwaves.
And by blending local engagement with a light-hearted national theme, the “Snack Debate” became a masterclass in creative advertising. And with its strong mechanics, high engagement, and memorable assets, this campaign proved that sometimes, the simplest ideas are the most effective.
