Bick's

A personal fave

If someone ever asked me, "What piece of work you've created would best represent who you are?", it would be this one.

The "101 Ways to Eat a Bick's" project was a campaign designed to remind people that pickles aren't just for burgers. They can be eaten on their own, used in a wide range of recipes and dishes, and enjoyed in a whole bunch of other ways (Fig. 1).

Delivering the Bick's

These "ways" were delivered through an online media campaign that drove users to the Bick's site, or through a rich media execution that met them where they already were.

The rich media asked very little of the user, just keep pressing a big, shiny yellow button and let the enjoyment wash over you as all 101 ways to eat a Bick's pickle were served up at random (Fig.2).

The result was a campaign that ran for four months and became the highest-performing campaign in that period. It generated 90+ seconds of user interaction time, 300% more than the next highest performer. A little humor and good UX can go a long way.