Crispy Minis - Why not both?
Crispy Minis is the best of both worlds: a snack that’s only 70 calories and actually satisfying. Gluten-free and does not taste like cardboard. Obviously, this duality inspired us to ask ourselves: “Why does society tell us we have to feel guilty for wanting it all?” Why should we have to choose between being a CEO and being a mom? Between wearing five-inch acrylic nails or having a career in construction?
After asking herself the same thing, Canadian icon Annie Murphy decided that nothing could stop her from having her cake and eating it too. If she wanted to be an actress and an astronaut, who could stop her?
Through TV, digital, activations, and a massive OOH takeover, we followed Annie’s journey from astronaut training to her lunar landing, where she even introduced Crispy Minis to aliens.
Obviously, the campaign had to defy expectations, just like the product itself: 138M impressions, a 99% positive sentiment score, a 971% lift in brand recall, and an 11% sales boost - landing Crispy Minis as the #1 puffed snack in Canada (and on the moon).
To keep with our "doing the (seemingly) impossible" theme, we also decided to create our own moon, because why not?
On a moonless night in Toronto, 700 drones lit up the sky, forming a massive full moon (or was it a giant Crispy Minis??)
Sneaky BTS bonus: while AI is cool and stuff, you know what’s even cooler? Working with real talented people.
