In Spring 2011 we kicked off an exciting and rather cheeky multi-channel integrated campaign to create brand awareness amongst graduates and people early on in their business careers. RB knows its future growth depends on getting enough of the right type of high flyers – people with attitude and entrepreneurial spirit. So this campaign isn’t about selling more products; it’s about selling RB to people thinking of starting a career in FMCG.

The creative vision takes a witty look at RB’s famous household name brands, and uses the campaign message of ‘heart-thumping opportunity’ to turn the brands into bold, impactful headlines, supported by copy about careers. We’re using events, posters, leaflets, QR codes, social media and online social games UrbAN THRILL, an original game based on free-running, and crazieRBrands, a suite of 8 exciting mini-games, as well as great giveaways to get students and young professionals excited about RB career opportunities.