award of merit
cbargowski@sccadv.com
Background
People love eating blueberries…in the morning. Whether it’s an addition to a bowl of yogurt or sprinkled in pancake batter, the majority of blueberry consumption occurs during the breakfast daypart. We needed to change that. Our client, US Highbush Blueberry Council (USHBC), had aggressive business goals to drive both penetration and velocity.
In order to do that we needed to change consumer perceptions and behaviors, transforming a breakfast fruit into an anytime snack.
Creative Idea
“Snack Daddy” is built to creatively reframe the way people think about a tiny fruit. After all, blueberries may be small, but they’re benefits are huge.
Big health benefits. Big flavor. And they’re big fun to just pop in your mouth..any time. Given all that shouldn’t blueberries be the biggest snack in the world?
“Snack Daddy” normalizes the idea of enjoying blueberries on unexpected occasions, like seeing a dad go to extreme lengths to deliver the perfect halftime snack–blueberries–to his daughter’s soccer team.
Insights and Strategy
Faced with a looming supply–demand imbalance that threatened long-term industry profitability, we set out to do more than advertise a healthy fruit—we aimed to reshape demand. Research revealed that while blueberries are widely trusted for health and convenience, they are rarely craved, confined largely to breakfast, and purchased impulsively rather than habitually. To unlock volume growth, the strategy reframed blueberries from a functional ingredient into a culturally relevant, everyday snack that people will go out of their way to get.
Execution
Craft was everything when creating this film. Naturally as part of the campaign,“Go Big,” the production needed to feel big, too. So we traveled to Santiago, Chile to capture epic scenery and the scale needed for this ambitious productions.
For “Snack Daddy” we wanted to create a film that felt like a chase scene taken straight out of a Hollywood movie. From the opening super our ambition is clear. This isn’t your typical commercial. It’s bigger. Way bigger. Our hero is facing a quandary: he’s gotta get a tray of blueberry snacks to his daughter…on a soccer field a world away.
The set is vast. The cast is huge. And the lensing is totally unexpected, especially for an agriculture brand. All of those trappings were purposeful, employed to create a tension that is palpable.
Stunt doubles were hired to pull off all the outrageous tricks like vaulting off steps and landing on a skateboard and the incredible front flip off the bouncy house. Music provides a motivating bed for the action and is scored to accentuate key moments. Everything was considered to heighten the suspense and showcase the extreme length a dad is willing to go to bring his daughter her favorite snack, blueberries.
Results
Over 35 million impressions and over 18% engagement over benchmark
