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Mondelez promotes BelVita with one-man band

Mondelez Canada recently conducted a promotion for its BelVita brand of biscuits. The campaign, developed by Union of Toronto, was conducted over four days via Twitter. During that time, consumers were invited to submit their own personal achievements with the hashtag "MorningWin." A one-man band would then compose and perform a song about that achievement and send it back to the submitter.

"With the strategic objective to drive awareness of the BelVita breakfast biscuits brand at key media intersections with a younger, socially engaged target, launching the #MorningWin campaign through Twitter and bringing it to life with this one-man band initiative just made sense," said Stacey Biggar, BelVita brand manager at Mondelez Canada. "Marketing in the moment is the perfect way to strike a two-way dialogue with consumers when it's relevant for them."

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