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 “Fortiros”. Fortiros 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: Fortiros 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.

Creative Execution

Whats that,Fares? - Crunch Fortiros! - Crunch Ya ya, I know it! the green box with a little cute rabbit on it - Blue pack Had a cute rabbit on it, I remember it - It had a shark on it It’s jelly, jelly like had a gooey feel - it’s crunches coated and succulent, it’s delightful really roll it around in your mouth, try it, just roll it it’s rectangular, isn’t it? - triangles Rectangular shaped triangles, just delightful! - Triangles Anas wouldn’t let me sleep because of it! he would wake me up in the middle of the night and say “ I want Fortiros, I want Fortiros!” - It’s not Fortiros! He wouldn’t let me sleep uncle I get him Fortiros - It just came out We used to look for it everywhere and it was only sold in wholesale - It’s in every kiosk Sold at kiosk? You listening to what I’m saying? I’m telling you boy we used to look for it everywhere and only found it in wholesale. It was for a penny - a pound or three pounds I used to get 10 of them, I Swear! Your uncle is not to be messed with! Where did these good old days go? Where’s Fortiros? Forrrtirrrooosssss Forrrrtiirrroooooosssss!! These wonderful things of the past long gone… Luckily today, there’s Crunch. Triangles that Crunch filled with chocolate Hazelnut Vanilla Banana It’s Crunch Time