Calbee tells Aussies to snap out of bad habits in new campaign for Harvest Snaps via HERO

Today Calbee has launched its new platform for flagship brand Harvest Snaps via independent agency HERO.

 

The campaign signifies a repositioning for Harvest Snaps, while aiming to make the popular snack synonymous with both health and taste.

Since launching in 2017, Harvest Snaps has grown to have a loyal following, but are now seeking to broaden penetration and awareness of the brand name, often referred to as the “pea chips”.

Says Shane Geffen, executive creative director, HERO: “We’re excited to see our first piece of work for Harvest Snaps out in the world. Harvest Snap Out of It, is a versatile long-term platform that clearly activates the name, but also encourages Australians to stop succumbing to the naughty snacks that call out to them constantly.”

Says Alice Briant, senior brand manager, Calbee: “Australians perceive Harvest Snaps as the healthiest salty snack on the market, and to affirm this we have reformulated our products to improve their Health Star Ratings, while matching the much-loved taste profile. With this campaign we wanted everyone to know that those five-stars don’t mean that they are compromising on flavour.

“We tasked HERO with a challenging brief to cement the brand name with consumers and make Harvest Snaps synonymous with delicious, guilt-free snacking. We are delighted with the result.”

The campaign is rolling out across digital, social, OOH and shopper in Australia and New Zealand.

Client: Calbee
Senior Brand Manager: Alice Briant
Brand Manager: Carly Williams
Assistant Brand Manager: Kit Yi Mah
Head of Marketing: Natalie Johnson

Agency: HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Creative Director: Pat Langton
Copywriters: Anneliese Sullivan
Senior Designer: Aaron Wickers
Head of Strategy: Tallon Mason-Kane
Account Director: Lauren Phillips
National Digital Managing Partner: Tim Evans
Producer: Margot Ger

Production Company: Pork Store
Director: Jesse Richards
Producers : Sophie Booth and Grace Quinn
Production Manager: Lauren Nichols
Colour grader: Ted Deacey
VFX and Online editor: Jamie Scott
The Hand: Naomi Mendoza

Sound Production: Gusto
Engineers: Colin Simkins & Cam Webb