The Pumpkin Poet

Ahold is a holding company that owns national supermarket chains such as Stop & Shop, Giant Foods, Martin's and Peapod. To promote a new season of their Own Brands pumpkin products for fall, we created the Pumpkin Poet, a character so inspired by a love of pumpkin that he writes "Delicious Haikus" to share with an adoring public. In these short video clips created at The Shop, we see the Pumpkin Poet performing on stage at a poetry slam and sitting at his desk writing about pumpkin products that move him. He also tweets to his followers daily. Results: Over 50% campaign engagement on Facebook, over 15% on Twitter and 94% average completion of videos. Pumpkin fans also posted almost 400 of their own Delicious Haikus.