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My role

Copywriter / creative

The ask

To promote the fact that the Minions Movie had teamed up with Frubes to celebrate the release of the new Minion film and to get kids and parents excited about the collaboration.


The insight

Although the on-pack promotion appeals to adults, how can we engage kids further than that to get them excited both about the film and the product?  

The idea


The Minions have gone missing! Can you help us find them?


We accidentally 'lost' the Minions, and we asked kids up and down the nation to help us find them via an online portal. Using an on-pack cutout of red-reveal glasses, kids could then help find the Minions. By doing so we not only provided engagement past the product itself, but helped encourage creativity with the packaging. 


Over the course of the campaign, it had over 1 million engagements. 

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