Parsippany, NJ — Ferrero U.S.A., Inc. launched a campaign introducing a lifestyle trend and state of mind it has dubbed “CRUNCHing” for its Crunch brand. The campaign features ad spots and digital content on the brand’s social channels, YOUTUBE and via influencers to showcase how the act of eating a Crunch bar aims to provide fun, levity and an uplift in today’s overly complicated world, the company says.
Debuting with a :15 tv spot and a range of video content, additional :30 and :15 spots will go live and rotate during the next few months, Ferrero explains. The campaign leans heavily into the tongue-in-cheek idea that life will immediately improve once fans start CRUNCHing. Through humorous video spots featuring fictitious testimonials about the results of CRUNCHing, consumers will “be in on the joke” knowing that even though there are no scientifically proven results of CRUNCHing, fans are free to believe whatever they want to believe, the company notes.
“With CRUNCHing, we wanted to return to our brand’s roots in a playful way by introducing a humorous campaign that demonstrates how everyone, everywhere, can enjoy the taste of a CRUNCH bar and join this new lifestyle and light-hearted state of mind by simply unwrapping and eating a CRUNCH bar,” says Silvia Borla, vice-president of marketing, Ferrero chocolate brands. “Our TVC and extended digital content bring the consumer along for the ride – to be in on the joke – and encourage them to start CRUNCHing in their daily life with family and friends.”
The campaign pokes fun at conventional advertising by creating parodies of popular trends that showcase how CRUNCHing can turn a bad or awkward situation into a better state of mind. One spot features a coach named “Chris P. Rice” explaining CRUNCHing, then shows CRUNCHing elevating everyday life through a softball batter who “finds perspective,” despite striking out.
Digital content features a climber who conquers his fear of heights with a Crunch bar, even though he’s just scaling a rock in a park. All ad spots were created, concepted and edited by creative agency Piro, with Mindshare on media and Golin managing public relations and social media.
Along with the new content, the brand will roll out influencer and PR activations and promotional CRUNCHing starter kits beginning in December to introduce CRUNCHing as a lifestyle trend in 2020 and beyond. The kits include a Crunch bar, Buncha Crunch, a #CRUNCHing decal and an instruction manual that teaches consumers how to become a CRUNCHing lifestyle expert.