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Friday, January 25, 2013

Haberman launches corny campaign for JOLLY TIME Pop Corn

When Iowa-based, family owned JOLLY TIME Pop Corn learned about Hasbro's campaign to retire a MONOPOLY game token and add a new one, they worked with their agency, Haberman of Minneapolis, to launch this corny (pun intended) campaign. 

In a salty letter to Hasbro President and CEO Brian Goldner, JOLLY TIME President Garry Smith pleads with Goldner to offer a popcorn game piece option along with the recently proposed additions of cat, helicopter, robot, guitar and ring. “For nearly 100 years, our brand has been synonymous with fun, and yet you have us crying into our kernels at the blatant exclusion of food from your game piece additions. Game night without JOLLY TIME Pop Corn is criminal—and you should go directly to jail for this callous mistake. Do not pass GO. Do not collect $200.”

Haberman came up with the idea to align JOLLY TIME with MONOPOLY's Save Your Token Campaign to rally support to add popcorn as a game piece to the MONOPOLY game. The client loved it, and wanted to move forward immediately. Within a week, Haberman developed the assets (Facebook tab, popcorn game piece, other graphics), campaign language, news release, all social content, and implemented the PR/social outreach. Direct outreach to traditional media and bloggers including foodies, moms, snack and game lovers have helped spread the word about this campaign. Haberman has also engaged with Hasbro's PR team to encourage them to play along. In just days, there have been nearly 5,000 petition signatures, several posts by Hasbro to its following of over 10 million social media followers, including a special graphic with the MONOPOLY icon Uncle Pennybags and a wheelbarrow full of popcorn.
Here's the Facebook tab for users to "sign" the petition and read Garry's letter: