Conquer Mt. Rocky in a new campaign created by Mother
This Easter, thrill seeking families will have the chance to take part in the ultimate chocolate experience with the launch of Mt. Rocky – the world’s first chocolate based climbing wall flowing with 4 tonnes of chocolate – which is being unveiled at Alton Towers Resort on 10th April.
Mother has created the campaign for Rocky Chocolate biscuits, with an IPC/ Global media partnership planned and bought through MediaCom, which wants to encourage families to be more adventurous together. Mt Rocky will give people the chance to tackle a chocolate scented boulder wall and scramble through a biscuit crumb grotto, before attempting to reach the summit of the 10m tall chocolate cliff face, with its cascading chocolate waterfall flowing at a rate of 70,000 litres per hour.
Those too timid to tackle the heights of Mt. Rocky can still get involved from the viewing area, which will feature scratch-n-sniff chocolate scented seating. The installation will be the largest scratch-n-sniff structure in the world with all the paint used on it impregnated with micro-encapsulated aroma molecules. Visitors will be able to smell it a half a mile away.
Mother has worked with architectural foodsmiths, Bompas & Parr, on the Mount Rocky installation that combines food science, complex engineering and innovative techniques and technology with plenty of chocolate. To build Mt. Rocky, Bompas & Parr has worked with food technologists, engineers, a rollercoaster designer, sound artists, fashion designers and a team of the UK’s top climbing instructors.
The campaign went live with the media partnership consisting of women’s weeklies, radio advertorials and live reads as well as a bespoke online hub, an on-pack Alton Towers two for one ticket promotion, Facebook page and PR campaign created by consumer PR agency Cow PR, which will see celebrity acrophobic Peter Andre launching Mt. Rocky on 10 April.
Jane Becker from Rocky Chocolate biscuits said “Rocky is the biscuit bar for people that want to tear off life’s wrapper and by building Mt Rocky at Alton Towers, we’re hoping to encourage families to be more adventurous together”.
James Fraser, strategist from Mother said “We thought it would be absolutely awesome to make a massive chocolate climbing wall. It was the perfect fit for their proposition and should be a lot of fun”.
The Rocky chocolate climbing wall will be at Alton Towers Resort from Tuesday 10th – Sunday 15th April from 10am until 6pm.
Client: Rocky Brand (Fox’s Biscuits)
Creative Agency: Mother
Agency Producer: Mother
Production Company: Bompas & Parr
Producer: Bompas & Parr
Media Agency: MediaCom
PR agency: Cow PR