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Giant creatures covered from head to toe in produce and leaves roam around neighborhood shopping malls, asking random shoppers questions about their diets.
Can this oversized, faceless veggie man give you much-needed insight into your consumer’s eating habits? Of course not. Adults avoid him like broccoli, children scream and run.
Birth of a larger-than-life mascot (a nightmare in this case) is the best way to sell Terra Chips, according to the brand in a new campaign aimed at punching holes in traditional marketing tactics. It may not be the method.
“Crazy Delicious Vegetables” is the first salty snack offering from Tennessee-based Humannauts since it won its account in December 2021. The independent agency is known for paving the way for organic and natural products with a heavy devotion to satire and squashing claims. It is intended to democratize categories.
“Gateway Snack”
Taking the typical junk food approach “seems really inadequate when you’re trying to apply it to something healthy like vegetables,” says David Littlejohn, founder and chief creative director of Humannaut. “But if you make vegetables taste better, kids and adults are more likely to try them and love them.”
The campaign is meant to push Terra Chips as a “gateway snack,” said Littlejohn.
Vegman, on the other hand, is not a naturally occurring phenomenon. His costume was custom-made by a retired Disney Imagineer using both raw and artificial vegetables.
craving for a new look
The new spot coincides with a packaging redesign (a modern look that highlights the product’s ingredients) and a rearrangement that puts vegetables at the forefront. According to Melinda Goldstein, her CMO of Hain Celestial Group, Terra Chips’ parent company, Humanaut has helped “find meaningful brand insights, leverage contemporary culture, and refresh our brand presence.” rice field.
Along with creating Veggieman, an ineffectual spokesperson with parsnips on his fingers, Humannaut hits TikTok with a spot featuring a synchronized dance crew. Podcasters and yogis who awkwardly stuff their content with veggies also receive lighthearted jabs.
“Influencers can’t get people to like vegetables,” says the ad’s narration. “But you can slice them, season them, and crisp them up into delicious terra his chips.”
Made from a combination of everyday and exotic veggies such as taro, sweet potato, and batata, this product was launched by two New York chefs more than 30 years ago. The company’s recent marketing includes his 2020 vibrant “Snack in TerraColor,” which is targeted at affluent millennials.
‘Crazy Delicious Vegetables’ is intended to position Terra Chips as ‘the most delicious and coveted form of vegetables on the market’ and will be delivered on Meta, YouTube, online video and programmatic views.
credit:
Agency: Humannaut
Chief Creative Director: David Littlejohn
VP Creative: Dan Jacobs
Associate Creative Director: Emily DeMario
Art Director: Patrick Horn
Copywriters: Emily DeMario, Stephen Pressman, Pritt Patel
Designer: Travis Hitchcock
Senior Brand Producer: Ben Goatmaker
Senior Project Producer: Jes Shipley
Agency Producer: Dani Harrison
Creative Coordinator: Talisha Hicks
Production company: Human Note
Executive Producer: Tommy Wilson
Producer: Rachel Bohannon
Director: Emily DeMario, Geri Eduave
Cinematographer (cooking): Isiah Jay
Cinematographer (Talent): Jeri Eduave
Assistant Director: Samuel Ibach
Associate Producer: Anna Lonskewitz
Production Coordinator: Carolita Krause
Art Director: Paul Merchant
Post Production Supervisor: Kyler Potter
Editor: Geri Edouave
Assistant Editor: Jacob Dunn
Color: Annie Huntington
Audio Mix: Danny Cooper
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