Set in a classic office meeting, communicating through crunch sounds.
Snack food maker Calbee has launched its new platform for Hooleys Waves, titled 'Crave the Crunch,' created in collaboration with independent agency Hook Creative Studio.
The centerpiece of the campaign is a humorous 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.
"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," Hook Creative Studio founder & chief creative guy Pat Langton said.
Calbee brand manager Carly Williams said the company 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," she said.
Calbee head of marketing Natalie Johnson said with Crave the Crunch, Langton 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.”
Waves brings a new texture and form to the Hooleys brand, with plans to introduce more shapes in the future. The Crave the Crunch campaign is set to roll out across digital, social, OOH, and shopper channels in Australia and New Zealand.
Credits:
Client: Calbee Australia
Brand Manager, Calbee: Carly Williams
Head of Marketing, Calbee: Natalie Johnson
Creative Studio: Hook Creative Studio
