Mondelez breaks Christie Potato Thins campaign
Mondelez Canada has begun a new campaign called "Eat it Up" in support of its Christie Potato Thins line of crackers. The national campaign, developed by Union of Toronto, is aimed primarily at consumers between the ages of 18 and 35. It began last week with a 30-second television commercial depicting a man going about various daily tasks using his feet, in order to keep his hands free for the crackers. A 15-second version of the ad will be released in the fall. Media buying is being handled by MediaVest. The campaign is supported by a sampling program from Momentum. "We needed a spot that would break through the traditional better-for-you messaging of cracker chips but also deliver on the entertainment value millenials look for in advertising," said Emma Voirin, director of savoury snacks at Mondelez Canada. "Our spot uses humour to stand out and catch our consumers' attention without losing focus on the great taste of Potato Thins."