Huligan Crush Pretzel
Launch of new products - Huligan Crush Pretzel
Project Brief: I was tasked with spearheading an engaging launch campaign for Huligan Pretzel's four new flavors. What sets these pretzels apart is their unique crushed form, offering a distinctive snacking experience and fostering brand recall. Our primary focus was on Gen Z and young millennials – particularly office workers seeking healthier snack options.
Campaign Strategy: Our approach centered around the brand's Unique Selling Points (USPs) and the preferences of our target demographic. We strategically utilized Instagram and YouTube for impactful advertising, complemented by consistent engagement on Facebook and TikTok for comprehensive coverage.
Creative Execution:
15-Second YouTube Video: The cornerstone of our campaign was a versatile 15-second video on YouTube, which skillfully blended animations, photos, and real footage to capture the essence of the brand.
Influencer Campaign: We launched a two-phased influencer campaign, initiating buzz at the start and reinforcing our message towards the end of summer. This strategy was pivotal in maintaining momentum throughout the year.
Visual Theme: Embracing the concept of 'broken things', our visual strategy was inventive and varied. The Instagram feed was a curated mix of animations, sharp typography, creative collages, and real photos, ensuring diverse appeal across our audience.
Social Media Content: For the entirety of 2022, we rolled out an array of social media content under the captivating headline “Break from 'кеф'” – a term synonymous with partying, great times, and fun.
This campaign was a testament to innovative branding and strategic marketing, effectively launching Huligan Pretzel's new flavors into the hearts and minds of our target audience.
