We were tasked with creating fun and engaging content for Pocky’s Instagram account for the month of February. Since Groundhog’s Day lands on February 2nd, we knew this was the perfect opportunity to hit Pocky’s target audience with a playful poll. Using Pocky’s chocolate and strawberry flavors to represent winter and spring, we asked followers to vote (see frame one) on if Punxsutawney Phil will see his shadow on February 1st. On Groundhog’s Day, once we had heard that he had seen his shadow, we posted second two stories and suggested Pocky’s followers get cozy with their Chocolate Pocky for the extra weeks of winter.

As a snack food brand, the ‘Big Game’ provides Pocky with an opportunity to create some fun football-related content. We seized the opportunity to utilize Instagram’s photo share feature on stories to get Pocky’s followers to show us how they’re enjoying their different Pocky flavors.

Agency: Rubin Postaer & Associates

Copywriter: Alexis Johnson