CRUNCHY NUT - UNOFFICIAL CEREAL OF CELEBRATION
We wanted to drive repeat consumption, equity and bonding among Taste Nuts (25–45-year-old heavy digital users with a love for great tasting food) who have already tried Crunchy Nut cereal. So we engaged them with a promotional calendar of “fun holidays” (e.g. Alien Abduction Day, Sneak a Zucchini onto your Neighbor’s Porch Day, et.) and established the cereal itself as the UNofficial Cereal of Celebration.
A different video was created for each featured holiday. Some were Sing-Alongs (animated “School House Rock” style music videos), some were Celebrations with Zane Gerrard (a quirky character who gives you a unique musings on each holiday) and some were the History of Holidays According to Crunchy Nut. Each video celebrated the featured holiday while also promoting the desirability of the cereal.
Users were encouraged to snap the QR code on the cereal box with their smartphones, which took them to a mobile site where they could enjoy a quick piece of video entertainment while indulging in the sweet and nutty taste of Crunchy Nut cereal. From the mobile site, they could then explore the videos for all of our other holidays. With this program, Crunchy Nut kept Taste Nuts across America engaged and entertained during the “me-moment” of breakfast.
NOTE: This work was created to be viewed on a mobile device. For the purposes of judging, it may be viewed on a desktop computer, but to see the work as a consumer would have seen it, mobile viewing is recommended.