Largely speaking, your typical shopper marketing programme is a solitary experience. This is something FCB Canada seeks to change with the Oh Henry! brand Feeding Frenzy.

Here’s how it works: every week in May, a mass text will be sent to the thousands of Canadians who signed up with their phone number, triggering a ‘Feeding Frenzy’. Participants must rush to their closest Circle K store to purchase an Oh Henry! product within an hour-long window for their chance to win cash prizes up to $1,000.

“The programme is based on HQ Trivia,” says Caleb McMullen, FCB Sr. Copywriter, referring to the massively popular spontaneous online trivia game. “You’d drop whatever you were doing to participate with millions of people all at the same time,” adds FCB Sr. Art Director, Hussein Rumaithi. By tapping into the collective experience, and asking Canadians to engage together, FCB hopes to breathe new life into the classic sweepstakes scenario.

The Feeding Frenzy is an extension of the Oh Henry! brand’s most recent integrated campaign from FCB’s, “Hunger Happens”, which reminds Canadians of both the spontaneity and inevitability of hunger. Launched in April, the work runs across cinema, TV, and social.

“Hunger happens eventually,” explains Susanne Hartkorn, associate marketing manager. “It could happen now… now… or now,” referencing their mascot’s new catchphrase. “The Feeding Frenzy programme was grounded in this sense of spontaneity and the reality that hunger is inevitable.”

Four Feeding Frenzies will take place in the month of May. Canadians can sign up to participate with their phone number here.