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