Quality Street
2022 Christmas campaign
How do you get people to care about your environment goals at the nosiest time of the year?
In 2022 Quality Street started rolling out their paper rappers, and with it’s full launch in 2024 they faced backlash for this ‘break in tradition’. Coupled with a want to capture the imagination of younger audiences, Quality Street needed a punchy way to tear through the noise during their most important season.
So, we brought back legendary footballer, and rapper, John Barnes. Creating a new ear worm worthy Christmas song, and an iconic music video, balancing 90s nostalgia with modern day beats to invite audiences to recycle their quality streets.
The resulting content was hailed ‘the best piece of creative seen this year’ by senior stakeholders at Nestle. With a total reach of 1BN, we saw broadcasters on TV & Radio recreating their own versions of the rap, whilst The Grocer hailed the campaign ‘A Gamechanger for advertising’.
