Plan B™
The Agency Alternative
FANNIE MAY
Sweet Something www.fanniemay.com Some things never change, and sometimes that’s a good thing. Fannie May has been a candy-making institution since 1920. Their success is particularly remarkable because they’ve built their brand more through word-of-mouth and family traditions, rather than relying on slick image advertising. They’ve simply found what works, and they’ve stuck with it. The work Plan B did for them is a perfect example. Our goal was always to keep the messaging simple, honest and true to Fannie May’s roots, whether it was a print ad, a radio spot, out-of-home billboards, POP or promotional materials. The result is an unmistakable brand identity that transcends market trends to reach customers’ hearts via the most direct channel — through their sweet tooth.