Emerald Nuts 'Yes Good'

Snyder’s - Lance / Cape Cod Chips, Snyder’s of Hanover, Lance, Snack Factory, Emerald, Pop Secret

Creative

As the category underdog, we needed to drive brand awareness for Emerald Nuts. In order to truly resonate with our millennial target, we needed to create brand ownership. Millennials had to become a part of the Emerald Nuts’ brand. We couldn’t just hijack pop culture – we needed to infiltrate it.
As the category underdog, we needed to drive brand awareness for Emerald Nuts. In order to truly resonate with our millennial target, we needed to create brand ownership. Millennials had to become a part of the Emerald Nuts’ brand. We couldn’t just hijack pop culture – we needed to infiltrate it.

We sifted through the thousands of glowing Amazon reviews for Emerald and stumbled upon a review that stopped us in our tracks: “Yes Good” It was written by a reviewer named “Anonymous Reviewer.” Who was this mystery person that would be the wordsmith behind the biggest collaboration in snack nuts history? We made his words famous in social, digital, out-of-home, and real world swag – we plastered “Yes Good” everywhere. In the end we still didn’t know who our mystery customer was. We had to find him. We created a website dedicated to finding the anonymous reviewer, known only to us as “Amazon Customer.” We bribed our fans online into helping us find him and released a short film online asking for their help.

The campaign was a hit, inspiring more real reviews to help us tell the world about Emerald Nuts. Emerald is now the category leader among millennials, with the highest brand index than any other nut brand. Yes Good, indeed.

We may never find out who wrote it but he/she will forever be the best tagline writer the world of advertising has ever seen.

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