McCann New York has a new campaign for Chex Mix that attempts to bring attention to the lesser-known flavor variations of General Mill’s popular snack.
The integrated broadcast and social media campaign is rolling out now on national cable and YouTube, and will soon have Tumblr and Vine components. In the 30-second TV spot (above) roommates try to one up each other with DIY combo packs. The first roommate combines cheddar and honey nut flavors, while the second makes a belt with traditional, bold, and peanut butter. A third roommate goes the extra mile, however, and has them both beat with an over-the-top setup. The spot concludes with looping GIFs of the individual flavors. The GIFs will be hosted on a new Chex Tumblr site, and feature into a Vine-based game show called “Wheel of Variety,” which will “will offer hungry social media snackers who retweet Chex Mix tweets the opportunity to spin the wheel for the chance to be introduced to a Chex Mix flavor.” Stick around for credits and a closer look at the GIF loop.
AGENCY: McCann New York:
Executive CD: Tom Murphy
CD/Art: Scott Higgins
CD/Copy: Chris McMurtrey
ART Director/Design Director: Ryan Quigley
Sr. Copywriter: Nick DiLallo
Director of Integrated Production: Nathy Avriam
Executive Producer: Alexis Mead
PRODUCTION COMPANY: Dapper Films
Director: Roderick Fenske
Director of Photography: Joost van Starrenburg
EDITORIAL COMPANY: Cosmo Street/NYC
Editor: Aaron Langley
Graphic Company: Woodshop
Mix Studio: Sonic Union
Engineer: David Papa
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