Griffin's were launching SNAX Crunches to the household shoppers that buy them, as well as the kids that eat them. And if that wasn't challenging enough, whatever we did had to stand out against the far greater media spend of the category incumbent.
This launch campaign also represents the moment when we gained the trust and support of our wonderful Griffin's client. It is a simple, product-centric idea that brings to life the key product attribute in surprising ways.