Hooleys Waves ‘Crave the Crunch’ returns with a family twist in new work via Hook Creative Studio
After making a splash last year, Hooleys Waves ‘Crave the crunch’ campaign is back – this time, bringing the obsession home. Building on the overwhelming success of the original launch, Hooleys Waves is shifting its focus from the boardroom to the family living room, proving that this crave-worthy crunch belongs in every Aussie household.
The new campaign captures the playful energy of its predecessor, showing just how contagious the love for Hooleys Waves has become. This time, it’s Dad who finds himself utterly consumed by the crunch, so much so that even casual couch conversations start to sound like a satisfying bite of Hooleys.
Says Pat Langton, Founder & Chief Creative Guy at Hook Creative Studio: “Last year, we proved how much Aussies love their crunch. Now, we’re showing that Hooleys Waves aren’t just a snack, they’re part of the household. This campaign captures how the obsession has spread from the office to the family home, making Hooleys a pantry staple.”
Says Carly Williams, Brand Manager at Calbee: “Seeing Hooleys Waves become a household favourite has been incredible. We’re celebrating how this crave-worthy crunch has found its place in Aussie pantries. After all, nothing brings people together quite like a great bag of chips.”
With the success of Hooleys Waves cementing the brand as a household favorite, Calbee continues to expand its footprint in the snack market, with more exciting innovations on the horizon. The Crave the Crunch platform has set the stage for an even bigger year ahead, proving that Aussies can’t get enough of the satisfying Hooleys crunch.
The campaign will roll out across TV, digital, social, and in-store activations throughout Australia and New Zealand, ensuring that the crunch continues to be heard far and wide.
Pick up yours today at Woolworths, Coles, 7-Eleven, and select independent stores. One bite and you’ll be hooked—so get ready to crave the crunch!
Client: Calbee Australia
Brand: Hooleys
Brand Manager, Calbee: Carly Williams
Head of Marketing, Calbee: Natalie Johnson
Creative Studio: Hook Creative Studio
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