Havas Melbourne has launched an integrated campaign,‘Snacktivism’, for cheese brand, Cracker Barrel. The campaign from the Havas Melbourne ‘Village’ includes creative, media and PR.
Inspired by the brand’s positioning as a ‘cheese made for sharing’, the Snacktivism campaign has set out to unite Australians with their love of cheese and bring people together over Friday snacks in offices across the country.
More than 7,500 free snack packs – containing Cracker Barrel cheeses and other nibbles – have been distributed to Melbourne and Sydney-based businesses, comprising 30,000 blocks of cheese.
Mike Murray, head of marketing at Saputo Dairy Australia, said the promise of Friday snacks can often keep us going through a tough week: “This campaign encouraged all employers and employees to introduce and enjoy Friday snacks as we know snacking brings people together.
“We’re passionate about fostering connectivity and helping colleagues become friends in workplaces across the country and this campaign provides a strong foundation to move in that direction.”
As part of the campaign, Cracker Barrel commissioned ‘The Facts on Snacks’ report, to share more insight into snacking in the workplace. The report, fronted by workplace wellness expert ‘Dr Happy’, found that 70% of Australians think that Friday snacks enhance connections with colleagues**.
Leading co-working space, Hub Australia, has also supported the campaign initiative while paid media activity across social media, outdoor, guerrilla and office tower lift digital screens, has enabled some of Australia’s biggest organisations, to be engaged in the campaign proposition.
Says Damian Royce, executive creative director, Havas Melbourne: “Our idea was created from an ambition to connect more people with the brand in a meaningful way. We found that we could achieve this in the place most adult Australians spend their day – the workplace.
“The Facts on Snacks report confirmed our insight that the best thing about our jobs are the people we work with. However, busy schedules and communicating through devices often makes it harder to connect with colleagues effectively. Snacktivism is a fun way to encourage people to take a break, step away from their desks and socialise with their colleagues over Cracker Barrel cheese.”
To find out more information on Cracker Barrel, head to www.saputodairyaustralia.com.au .
Client: Cracker Barrel*, Saputo Dairy Australia Pty Ltd
Head of Marketing: Mike Murray
Senior Brand Manager: Tracy Wong
Assistant Brand Manager: Rebecca Duncan
Agency: Havas Melbourne
Media: Havas Melbourne
PR: Red Havas Melbourne
Social media community management: Tiger Pistol