When everything else goes wrong. We’ve got your back. PREMIUM Saltines have seen it all.
The Ask: Get Gen Z/Millennials to pick up Saltines at the grocery store when they aren’t sick.
The Problem: Saltines aren’t usually top of mind for consumers who are looking for a casual snack.
You probably grew up eating Saltines when you were sick– or maybe when there was nothing left in the pantry. Gen-Z is at the age where their mom is no longer buying their food, hopefully. So, we need to get them to see that what was once traditionally seen as a bland staple for stomach ailments or a simple soup accompaniment, is no longer.
What they need is to rebrand themselves as a versatile, comforting snack suitable for various occasions. Consumers often seek comfort in familiar, simple foods, especially during times of stress or nostalgia. This campaign aims to highlight saltines as not only a remedy during sickness but also a reliable, comforting presence in everyday life.
GET ‘EM WHERE THEY’RE HUNGRY:
These print ads aim to target young-adults, the ones who grew up with their parents grabbing Saltines, but haven’t really thought about grabbing a box for themselves. It’s relatable and will hopefully make you think of Saltines next time you are feeling down. Placing the ads around busy cities draw masses of attention, plus who isn’t starving on the way home from work (or on the way to buy groceries ;))
To encourage in-store shoppers to throw a box in their cart, we’ve taken the PREMIUM label off the main side and replaced it with an occasion where Saltines would be the perfect snack. Oh– and everyone is going to be talking about it.
MORE FUN
Nabisco Snacks gets about 50 likes per post. It’s time to step up their Instagram game. This meme is both nostalgic, complements their casual style, and hits the nail on the head for this campaign.
