Choose Fun, Chew Maoam

Client: MaoamCategory: SocialLocation: UK

Context

MAOAM asked us to drive brand awareness of their products through social channels. As a challenger under the HARIBO brand, this meant setting apart MAOAM and giving it a stand alone brand identity.

Connection

Through a combination of planned and reactive social content, we created moments that drove emotional connection with the MAOAM brand. From bringing fun to the streets of Manchester with our vox pops to jumping on trends, we reached our target audience of Gen Z and Millenials.

Retailer exclusive product launches allowed us to create content to drive awareness, engagement and purchase.

Impact

Pinballs Purple NPD launch coverage in The Sun and in store sales outperforming that of leading HARIBO products over
the campaign period.

Stats

£291.6M Turnover (+7.7% YoY)
22.6% Record market share
100% Increase in followers (2025)

Context

MAOAM asked us to drive brand awareness of their products through social channels. As a challenger under the HARIBO brand, this meant setting apart MAOAM and giving it a stand alone brand identity.