A Fresh Crunch
Crunchmaster
Brand + Packaging + Web + Social Media
The Challenge
TH Foods manufactures great tasting, better-for-you snacks for consumers, white label products, snack mix components and culinary inclusions.
Their Crunchmaster brand needed to increase volume and distribution within the conventional grocery channel while appealing to a wider, younger audience without alienating its loyal, older customers.
The Insight
With a hard-to-recognize brand name and almost no new product launches in years, Crunchmaster was prime for a new brand identity.
The Solution
A Crunchy Way to Well-Being
BVK made the case to launch a new brand identity supported by a fresh brand campaign. Elements included a new logo, refreshed package design, redesigned website, updated look and content featured in social media channels.
To reach across generations, BVK identified a behavioral attribute that resonated with consumers equally across age, income and education: “The active pursuit of well-being.” Using this mindset, the paid and earned media team pinpointed behaviors, psychographics, interests and consumption (of both product and media).
Connection planning allowed us to identify the channels of greatest influence and determine appropriate touchpoints and their roles. Our differentiating media approach provided a selection filter so we could marry content, context and environment to obtain optimal receptivity. The plan employed traditional media alongside unique video and editorial sponsorships that allowed the brand to leverage high-profile influencers. These partnerships helped to create and produce unique recipe-oriented content to reach a new, highly receptive audience.
