Old-School Vending Machine Staple Goes Digital

Written on
Mar 11, 2013 
Mike Daly  |

From the “You’re never too old” department, Lance, a CPG company best known for its vending-machine snacks, is marking its 100th birthday by working with its agency, BFG,  on a robust social sharing campaign on Facebook and  Twitter, which launches today.

“While other brands rely on traditional advertising with TV and print executions as staples, BFG is re-launching the iconic brand in line with its 100th birthday without these traditional elements,” said a BFG spokesperson. “The agency isn’t a proponent of big media, and for good reason – it’s not targeted. In order to reach their audience of digitally savvy moms, they’ve created a targeted campaign with a solid foundation in content and gamification. The goal: to be a catalyst for conversation and brand advocacy online to share the facts and change the brand perception within the group.”

A key component of the social campaign is “100 Days to Win” program, where each day for 100 days, text- and photo-based challenges will be announced on the Lance site. Consumers will participate online via social media and blogs and have a chance to win prizes each day and an entry for the grand prize of $100,000 toward a dream birthday party.

“For the past 100 years we’ve been making headlines with delicious new products and promotions,” reads a message on the Lance website. “So be sure to check back to see what our next 100 brings.”

I don’t know about you, but suddenly I’m craving peanut butter sandwich crackers…



Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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