In a category that is in double digit decline, how do you get great tasting cereal like Crunchy Nut into our audience’s daily routine, and not just at their breakfast tables?
Let’s face it...eating cereal, especially Crunchy Nut after dark is something we already do!
I mean who doesn’t love a bowl of cereal after a long day at the office? Whether it’s a late-night snack just before bed, something to munch on during a movie or the saving grace after a rather messy night out, yeah – we’ve all been there.
#NotJustForBreakfast is a campaign created to expose the different snacking behaviors of the UK through a series of fun, comedic, social films; each focusing on a different, relatable snacking archetype. Encouraging people at home to identify themselves, their mates even their mum and tag them below.
Production Company: Dark Energy
Director: Jamie Lane
ECD: Peter Drake
We launched with a series of films, each focusing on a different 'evening snacker archetype'. We wanted these 4 films to be instantly relatable, ones where everyone could recognise a friend or themselves in the scenario, tagging them below.
Noisy eaters. Yep, we all know someone who just can't control their crunch. Someone like this...
Do you ever sit at your desk and dream about what you're going to eat the moment you get home? *cough* everybody *cough*. Meet 'The Muncher' they're first in the door, and first in the kitchen. Nothing or no one will stop them getting their snacks.
That one friend who hates to share. The one who throws you some series shade if you're to take just 1 chip off their plate. Remember 'JOEY DOESN'T SHARE FOOD', well Joey Tribiani is not alone...
That one friend who's always sneaking off for a snack. Oh, where's James? Do we even have to ask...
We armed our community manager a plethora of GIFs ready to engage with our fans. Whether it's to join in with the latest trending #, or share our thoughts on the latest Netflix release (Stranger Things, OMG!) we had a reaction for anything....