2016 Winners & Shortlists

The Campaign

Crunch had been in the Egyptian market for two years and still hadn’t managed to breakthrough. The brand’s entire being was seemingly lost in translation, as consumers weren’t even sure what Crunch was. Sweet or savory? A chip or a biscuit? The answer was actually quite simple. The problem was, people weren’t accustomed to a sweet snack fitting Crunch’s description. Our campaign was built around the creation of an imaginary product we called “Skinchizer”. Skinchizer’s identity was plotted and designed to be the opposite of Crunch’s product attributes. The generic traditional snack vs. the new and unconventional one. A conversation surrounding the two products took place between the two generations each snack was made to represent: Skinchizer for the know-it-all parent and Crunch for the misunderstood teen. In an instant, Crunch flipped from being a brand facing an identity crisis threatened by discontinuation to a brand in hot demand; in streets and on screens. Welcome to the age of Crunch.

In 24 hours, the campaign was the 2nd on the top 10 trending films on. Reached the 70% sales target within a month of the campaign launch. Instead of doubling the country’s average engagement rate (from 0.2% to 0.4%), we have over achieved the target by reaching 10.67% engagement rate and 79% organic impression view were generated. Source: (“Nestle Sales Report”, Nestle Egypt, July 2015). Source: ("Nestle Campaign Tracker Report", Nestle Egypt, July 2015)