"TERRA Chips: Crazy Delicious Vegetable Snacks Relaunch 2023" | AgencyFm

Crazy Delicious Vegetables

Description

The professional campaign titled 'Crazy Delicious Vegetables' was published in the United States in January, 2023 for the brand TERRA Chips by the ad agency Humanaut. This Integrated medium campaign in the Food industry contains 2 media assets and is part of the brand's relaunch in 2023. The campaign introduces TERRA Chips as the most delicious form of vegetables, featuring an exotic blend of vegetable chips including taro, sweet potato, batata, and parsnip. Normal marketing tactics like mascots and influencers are dismissed in the campaign, highlighting TERRA Chips as the best way to enjoy vegetables. The ads showcase the failure of traditional marketing methods, such as a "Veggie Man" mascot and influencer dances, in promoting vegetable consumption. The campaign will air on Meta, YouTube, OLV, and programmatic display to drive brand consideration and trial through offering a fresh perspective on TERRA Chips. The relaunch aims to tap into modern culture and refresh the brand presence with the help of the advertising agency Humanaut. The year of submission is not mentioned.

Credits

Client

TERRA® Chips

Agency

Humanaut

Chief Creative Director

David Littlejohn

Creative Director

Dan Jacobs, Emily DeMario

Art Director

Patrick Horn, Travis Hitchcock, Paul Merchant

Copywriter

Emily DeMario, Steven Preisman, Prit Patel

Producer

Ben Gortmaker, Jes Shipley, Dani Harrison, Tommy Wilson, Rachel Bohanon, Anna Roncskevitz

Creative Coordinator

Tarrisha Hicks

Production House

Humanaut

Director

Emily DeMario, Jeri Eduave

Cinematographer (food)

Isaiah Jay

Cinematographer (talent)

Jeri Eduave

Crew

Campaign Proposition

The campaign for TERRA Chips, titled 'Crazy Delicious Vegetables,' aims to position the brand as the most delicious and craveable form of vegetables, offering a fresh and vibrant take on snacking. The market strategy revolves around highlighting the ineffectiveness of traditional marketing tactics, such as mascots and influencers, in making people love vegetables, and instead emphasizes the simplicity and tastiness of TERRA Chips to appeal to the target audience.

Creative Device

FORMAT#12 Parody or Borrowed Format The campaign "Crazy Delicious Vegetables" for TERRA Chips by Humanaut uses a parody format to convey its message. The ads poke fun at typical marketing tactics like mascots and influencers in a humorous way to show that the simplest way to get people to love vegetables is by turning them into TERRA Chips. By using satire and exaggeration, the campaign effectively communicates the idea that TERRA Chips are a more appealing and enjoyable alternative to traditional vegetable consumption promotion methods. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques

Competitive Planks

Lay's – Known for a wide variety of classic potato chip flavors and consistent quality.

Kettle Brand – Offers kettle-cooked potato chips with unique flavors and a crunchy texture.

Wise – Known for their classic and affordable potato chips with a focus on nostalgia.

Hippeas – Specializes in organic chickpea puffs with various flavors and a focus on sustainability.