Intern/Spy ‘Ellie’ infiltrates Black Swan Dips in new campaign via Of a Feather Social

Black Swan Dips has launched a new campaign by Of a Feather Social, playing out across episodic social content. The campaign follows the entertaining story of Ellie, an “intern” who is actually a corporate spy on a stealthy mission to uncover what makes Black Swan Hummus Dip taste so delicious.

Ellie senses there must be more to it than the line that “Black Swan roasts their chickpeas instead of boiling them like competitive dip brands do”… when really, there isn’t.

Equipped with all the tech you’d expect of a modern spy – camera hidden in a lanyard, hommus analysis photocopiers, and even a lunchbox ‘sushi’ camera – Ellie asks all the hard questions of the brand team, R&D team, and the team in the factory. It’s these entertaining interactions between Ellie and the real faces behind Black Swan that really bring the campaign to life.

Says Grace Goodwin, Senior Brand Manager, Black Swan: “Taste and texture are the true battleground of the dips category, with flavour being a key driver of consumer choice. While most hommus is made by boiling chickpeas, at Black Swan we roast our chickpeas for added depth of flavour. That’s why our hommus tastes so good. We are thrilled with the campaign developed by Of A Feather Social Agency, which brings to life a genuine product benefit in a way that is both entertaining and relevant.”

Says Jodi Cousins, General Manager at Of A Feather Social: “The best social campaigns don’t interrupt the platform – they belong on it. Rather than repeating a product claim, we built an entertaining mystery around a genuine product truth that audiences wanted to uncover alongside Ellie. With more than 8.9 million views and counting, the campaign reinforces that entertainment-first storytelling is one of the most effective ways for brands to earn attention on social.”

Black Swan | Senior Brand Manager – Grace Goodwin
General Manager, Of A Feather Social – Jodi Cousins
Account Director, Of A Feather Social  – Tayler Craig
Social Content Lead, Of A Feather Social  – Issey Lazzara
Senior Copywriter  – Nick Milde
Senior Art Director – Aimee Carruthers
Videographer – Nathan Barradas
Hero Talent – Samantha Andrews

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