Campaign: Skippy Snack Fighters II.

Lunch Bag Warriors: Protein Expansion Pack

Task:

Create a campaign to increase interest in Skippy’s protein-infused peanut butter.

Strategy:

I chose video game references because it is something that can relate to my specific target audience of children and their parents but also is wide spread enough that it can relate to a multitude of people. I chose children and parents because they are major consumers of peanut butter. Peanut butter is tied to childhood snacks and meals, and with the rise of health-conscious parenting, there was a clear opportunity to promote the nutritional benefits of protein peanut butter in a fun, engaging way.

Concept:

"Skippy Snack Fighter" , a video game-inspired campaign.

Each ingredient becomes a fighter in a food-themed fighting game, filled with puns and references to nutrition and classic video game tropes. With the additional element of fusion characters that are built from classic peanut butter food combinations with the relevant new character in this campaign being the fusion of protein and peanut butter: the ultimate nutrition warrior, designed to fight hunger and build strength .

Execution:

I decided to go with a social media campaign as it felt the most interactive and allowed for the engagement I wanted with the implied building of these character rosters using Skippy products and classic peantut butter combinations