Chubby Snacks, the modern, healthy PB&J, is a fast-growing CPG startup with big goals. As they began to roll out in national retailers, they sought to increase brand awareness, drive customers to purchase in-store. Competing against Smuckers' Uncrustables, it's a David and Goliath story we were excited to take on.
We wanted the campaign to be something that would appeal to parents, but also had broad appeal to healthy snack buyers. Something comedid that would rally folks around the brand. We loved the Chubby Snacks tagline “Defeat Hangry” and leaned into it, creating the “Hangry Hotline”. A call center where distressed folks can dial-in for immediate rescue from our Chubby Snacks hero.
We wanted to nail the brand elements and the newly born “hangry hotline” into the campaign. We built the set for the call center, created the wardrobe (including a custom fitted Chubby Snacks bandolier and launcher…don’t ask what we did with them after), and custom jingle and music. The campaign led to a hero ad for social buys, as well as cut downs and micro spots.
