Calbee launches new ‘Crave the Crunch’ platform for Hooleys Waves via Hook Creative Studio
Calbee has announced the launch of its new platform for Hooleys Waves titled ‘Crave the Crunch’, created in collaboration with independent agency Hook Creative Studio.
The campaign marks a fresh direction for Hooleys Waves, highlighting the irresistible crunch and delicious taste that make them the perfect snack for any occasion.
The centerpiece of the campaign is a humorous and engaging commercial set in a classic office meeting. However, there’s a twist – due to the protagonists’ unanswered cravings, the other attendees of the meeting have Hooleys Waves as heads and communicate through crunch sounds. The goal is to showcase the unique crunch Hooleys Waves deliver when devoured by snack lovers everywhere.
Pat Langton, founder and chief creative guy at Hook Creative Studio, shared his enthusiasm for the project: “We wanted to create something memorable and fun that truly represents the essence of Hooleys Waves. The idea of the office meeting with Hooleys Waves heads came from our desire to emphasize the crunch in a light-hearted way. ‘Crave the Crunch’ is all about celebrating that satisfying texture that makes Hooleys Waves stand out.”
Says Carly Williams, brand manager at Calbee: “We aimed to elevate the snacking experience and reinforce Hooleys Waves as a must-have snack. The commercial not only highlights the product’s unique crunch but also brings a smile to viewers’ faces. We are thrilled with the creativity and execution of this campaign.”
Says Natalie Johnson, head of marketing at Calbee: “With ‘Crave the Crunch,’ Pat took a straightforward and creative approach that resulted in a clear, impactful idea. The simplicity of the concept allowed us to effectively showcase the unique personality of Hooleys Waves.”
Building on the success of last year’s launch of Hooleys Rings, the introduction of Hooleys Waves represents the next step in expanding Calbee’s innovative snack line. Waves brings a new texture and form to the beloved Hooleys brand, with plans to introduce even more exciting shapes in the future. This expansion is part of Calbee’s ongoing commitment to offering diverse and enjoyable snacking options.
The ‘Crave the Crunch’ campaign is set to roll out across digital, social, OOH, and shopper channels in Australia and New Zealand, ensuring that snack enthusiasts everywhere can enjoy and share in the fun.
Client: Calbee Australia
Brand Manager, Calbee: Carly Williams
Head of Marketing, Calbee: Natalie Johnson
Creative Studio: Hook Creative Studio
23 Comments
If it was satire of bad advertising I think id almost enjoy it. Had almost all the ingredients of Tim and Eric, was just missing the key one, comedy
How low can we go?
Think I’m almost done.
just what i needed on a monday morning to get me going
got me
I can not stand this ad and definitely will never buy these chips because it would make me think of the gross drool.. not good when you’re eating dinner… please change it 🙏 😫
Ha! Nice work.
What happened to HERO? No hate on this work, but it’s a big departure from the last round.
Client or agency can you not see how average this is? Strat and creative.
Ha.
Hero had gone through a bunch of redundancies recently
Pat was let go, started his own thing and took the client.
https://campaignbrief.co.nz/2023/12/08/wildbean-cafe-launches-major-new-platform-spearheaded-by-trans-tasman-drives-you-cravey-campaign-via-ogilvy/
Made me smile
Looks like the budget for talent and production was seriously crunch crunch crunched. No craft or timing whatsoever. And that drool is just gross. Can’t believe any agency would PR this.
Could have been awesome…
Unsure what they were going for though…seems like a missed opportunity.
Now, it would be easy to pile on the work but it feels like kicking someone when
They’re down.
How about we all say something positive about the ads?
Each of the cast were appropriately attired for work…
Ahhhhhh
Hooleys are delicious?
Move on
I’ve seen better put together Gruen pitches
They were serious.
Nothing more to add.
This ad is horrible, makes us turn off the tv or mute or change the channel.
Product will be off shelf in less than 6 mths.
This advertisement is played everytime 10 Go has an add break. Really annoying. Everyone I know does not watch 10 Go any more. Including myself.
Worst ad in decades. Better to be professional and suffer the client’s wrath rather than allow a new product launch to fail so miserably.