Campaign details

Brand: MoonPie
Advertiser: Chattanooga Bakery
Lead agency: Tombras

Effie awards category context

MoonPie created 2017's most exciting snacks and desserts social media campaign – according to AdAge and Adweek – and broke every sales record.

Because the 2017 Solar Eclipse coincided with the brand's 100th Anniversary, we decided the eclipse would be MoonPie's Super Bowl and created a campaign declaring MoonPie "The Official Sponsor of the Solar Eclipse".

Our top Tweet received 199,585 Retweets and 530,175 Likes resulting in over 1,000,000,000 earned media impressions.

Grocery stores sold out of the product. MoonPie shut down the factory. Overall sales increased 20%. One month Amazon e-commerce sales supplanted all of the previous year.

State of the marketplace and brand's business