Launch a new baby carrot snack in Texas.

Solution

We positioned ShakeDowns as revolutionary snack that's "grown to feed your cravings".  Spicy, tangy, zesty, crunchy, bad snack, good snack, even midnight snack cravings… the list goes on. And to make sure everyone heard about 'em, we spent 9 days singing, playing and sending out craving-crunching ballads inspired by tweets, posts, and trending topics. Using social listening to tap into our Texas-specific market, we wrote, shot, and responded with custom videos in real time.

 

Credits:
Agency: Proximity Canada
Senior Art Director: Jon MacArthur
Senior Copywriter: Ed Malyon

Producer: Jessica Valentini

CD: Dave Stevenson

ECD: Jon Finkelstein