Crispy Rolls x Peter Crouch

Mars Wrigley was relaunching MilkyWay Crispy Rolls in the UK after the product had been off shelves since 2022, and needed to build excitement and awareness among millennials in a crowded confectionery category. The Goat Agency's read was that the target audience remembered Crispy Rolls from their childhood, so content rooted in 2000s culture could turn a straight relaunch into a nostalgia moment worth engaging with. A generation raised on that era enjoys debating which parts deserve a comeback, and the product was itself one of those missing 00s artefacts, so nostalgia gave people a reason to react and share.

The idea made the 00s comeback the content: Peter Crouch judged whether iconic 2000s items such as lava lamps and flip phones deserved a comeback, tying each verdict back to Crispy Rolls. The Goat Agency managed full creative production for the Crouch hero content, then three comedy creators, Bec and Sam, Monique and Richard Sales, made supporting sketches and throwback content in their own styles across Instagram, Facebook and TikTok.

A single well-cast hero creator anchored a deliberately small roster, with Crouch bridging football, comedy and 00s nostalgia in one recognised persona, while the judging mechanic made the era the content rather than the backdrop. The Goat Agency reports 32M impressions, 12M engagements and a £0.02 cost per engagement from four influencers, with all KPIs exceeded. All figures come from the agency's own case study and are not independently verified. No trade press, client statement or award record was found, flight dates are not stated, and there is no published data on sales impact or media spend.