Guacamole brand Holy Moly is subverting drug culture and language with a playful integrated ad campaign to position it as ‘Colombia’s Purest Export’.
Marking the brand’s debut work in partnership with creative studio Insiders, the campaign will be supported by out-of-home, social media and experiential activations, promoting the product’s ‘fresh, unadulterated’ state as it is shipped directly from its Colombian producer.
Spearheaded by a pair of made-for-social videos that feature a mock police raid on so-called ‘guac dealers’ who we later see offering samples of ‘Colombia’s purest export’ to unsuspecting members of the public, the ingenious creative makes for comedy gold.
Fly posters and QR codes will also be set up around sampling and out-of-home sites to invite people to WhatsApp Holy Moly with their geolocation in order to receive guacamole and tortilla chips straight to their picnic.
“This innovative, tongue-in-cheek campaign is perfect for a brand like Holy Moly which aims to stand out for just being better than everything else on the market. As a challenger brand we wanted a campaign that set us apart from the establishment and that is absolutely what we have,” Holy Moly founder, Tom Walker said.
“The creative ideas that Josh and his team have come up with really reflect the spirit of the brand and will, we hope, lean heavily into UGC and word of mouth thanks to the guerilla nature of the campaign.”
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The ‘dealers’ who greet them will be entirely in character and will use scripted lines, whilst sporting ‘guac dealer’ branded bum bags, shades and caps.
Anyone who share a video of their ‘guac drop’ on TikTok or Instagram using the #guachookup will be in with a chance of winning party gifts such as beers, snacks and Holy Moly Guacamole.
Insiders founder and managing director, Josh Clarricoats added: “The brief was to create something with an air of rebellion and the unconventional about it that would set Holy Moly apart from the many other competitors in the supermarket.”
“While we needed our campaign to stand out and grab attention, we’re not being shocking for the sake of it – this product is genuinely one of the finest Colombian exports on the market. We’ve communicated the very thing that makes Holy Moly guac so special (and delicious) via this pointy and provocative line.
He continued: “By creating a mini through the line campaign we’ve proven you don’t need a huge budget to make an impact. The variety in the media we’ve used is designed to drive that sense of urgency and FOMO that every brilliant FMCG wants to generate.
“We’re not changing the world, we’re selling dip, so why not take an irreverent tone that gets people talking and encourages participation just for the fun of it? We’ve set out to make Holy Moly part of a fleeting cultural moment and I think it’s something our target audience of sociable young city-dwellers will really harness.”
