"Who tf eats PAYDAY?"

PAYDAY is an obscure candy bar people often gloss over. Even the brand itself hadn't posted to its social pages in years. We needed to bring PAYDAY back on social from obscurity and have people give a second thought on how underestimated the candy bar actually is.

To help reintroduce PAYDAY to its audience and spark follower growth on social, we created content for the organic engine and social brand campaigns that were as obscure and unique as the product itself. We gained interest in the brand with almost no followers and took their following into the thousands by leaning into the very reasons people misunderstood PAYDAY and making them unique benefits.

It doesn't have any chocolate. There's nothing fancy or very visually appealing about it. It's basically just peanuts and caramel. And that's the point. Our content showed audiences that, yes it's an obscure no-frills bar of peanuts and caramel, but for people needing a quick hit to get through the daily grind, it weirdly hits.