Throwback Thursday: Unbelievably Fudgie Objects.

Here at Cogent, we get up to all sorts. We’ve been about since 1930, that’s over 90 years, and over the decades we’ve done a lot, seen a lot and learnt a lot. We’ve worked with clients from just up the road, to the other side of the world. We’ve created memories, stories and moments. We’ve worked towards change, created movements and rallied pride.

Yet, in today’s fast-moving industry, it’s so easy to get caught up in the here and now, or obsessed with predictions for the future. So, it’s times like these we like to sit back, and throw it back.

Today we’re taking it back to 1999, when we worked with Horizon Biscuits on an ambient campaign that promoted their new ‘fudgey’ variant of Maryland Cookies. The budget wasn’t huge so we had to do something different that no-one else had done.

We developed an ambient campaign in which hundreds of ‘Unbelievably Fudgie Objects’ crash landed in 15 cities across the UK – highlighted by a 40 foot monster cookie in Trafalgar Square.

A PR, press and outdoor advertising campaign highlighted the sightings and raised further awareness of the delicious new fudge variant.

Results were, well, out of this world…

  • There were at least 120 million P.R impacts
  • A 10% increase in brand share
  • 65% distribution in the grocery sector – an unprecedented level for a new Maryland variant
  • 14% year-on-year sales increase for the Maryland brand as a whole


Maryland - Cogent PR


Maryland - UFO


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