I'll Just Have One Piece

Creative idea

On April 1st we claimed we’d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools’ joke – and hundreds of people commenting on the Instagram post, wishing it was real. Because who hasn’t sometimes said (lied!) to themselves: “I’ll only have one piece”. But 24h later we dropped the one-piece for reals. And the internet blew up – as did sales, at an astonishing rate. All of this was part of a brand strategy renewal – to fight back private labels with a new position around a clear keyword: craving.

Brand name: Karl Fazer
Advertiser / client: Fazer
Product / service: Karl Fazer
Campaign name: I'll Just Have One Piece
Agency network: INDEPENDENT AGENCY
Agency: Kurio
Media agency: Dagmar
Additional company: Dagmar, SEK
Production company: kurio
Agency chief executive officer: Tommi Opas
Chief creative officer: jari lahdevuori
Executive creative director: Jari Lähdevuori
Creative director: Jaakko Koskinen
Art director: Aleksandra Näveri
Copywriter: Lauri Arjas
Account director (agency): Tommi-Juhani Jokinen
Senior planner: Jere Karlsson
Additional company: Niklas Lindroos, Fazer Katariina Hintsa, Fazer Iinaroosa Kanth, Fazer Liisa Eerola, Fazer Anne Repo, Fazer