You shouldn’t feel guilty about your guilty pleasures.
Crispy Minis | That’s crispy
The Quaker team asked Behaviour for help in getting Crispy Minis to stand out in the very saturated “better-for-you” snack category.
They were keen to hear ideas that would bring a pop of personality and emotional resonance to a brand that had historically rested on its functional benefits. The ideas would need to connect with 25-35 year old Canadian females.
INSIGHT
We knew our target audience can feel a great sense of guilt after snacking, so they often hold back from snacking the way they want to snack.
IDEA
We wondered if Crispy Minis could be the brand that relieved them of all of that guilt.
Crispy Minis are almost too good to be true! They’re a guilty pleasure snack you can feel great about.
They’re a guilty pleasure you don’t have to feel guilty for! They’re low calorie, gluten free, popped not fried, and packed with flavour.
With a bolt of lightning, we set out to create a campaign that celebrated the joy that comes from freeing yourself from the guilt in your guilty snacking pleasures.
We invited our audience to turn little moments of indulgence into celebrations of guilt-free enjoyment
We showed Canadians they didn’t need to sacrifice when it came to snacking. With Crispy Minis they could have it all.
A feeling so good, we gave it a name: ‘That’s crispy!’
Our cheeky tagline ‘That’s crispy’ became a celebration of unapologetic snacking joy! That feeling you get when you can truly have it all.
We teamed up with a Canadian comedy icon, Annie Murphy.
She embodied the spirit of ‘That’s crispy’ and was perfect for the role – humorously encouraging Canadians to embrace their guilty pleasures and celebrate life without the guilt.
118
Online
Placements
This breakthrough Crispy Minis campaign was memorable, effective, and hilarious.
18.3K
Total
Impressions
The campaign received 18,307,764 total impressions with +6.1 ad recall and +2.3pt awareness.
5pt
Acceleration in Growth Rate
Five point since launch? That’s crispy!