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By Gillian West, Social media manager

April 2, 2013 | 1 min read

Snack brand Wheat Thins has unveiled the latest ad spot in its ‘Must. Have. Wheat. Thins.’ campaign produced by creative agency BEING, part of the TBWA Worldwide network.

The advert stars John, a puppet, who cannot have Wheat Thins on account of not being real but will do anything to have them.

The ‘Must. Have. Wheat. Thins.’ initiative was inspired by the brand’s most passionate fans and aims to depict the intense relationship they have with their favourite snack. The latest spot follows Wheat Thins ‘Night Vision’ execution which saw another Wheat Thins fan go to extreme lengths to safeguard his Spicy Buffalo Wheat Thins.

Speaking of the campaign at the time of the original ads launch, Katie Williams, senior marketing director at parent company Mondelez International, said: “The goal of this campaign is to celebrate those who already love us, entice others to discover that love and reward our consumers’ passion for the brand in meaningful ways.”

AKQA developed the digital experience side of the campaign which includes social media promotion on Twitter using the hashtag #MUSTHAVEWHEATTHINS.

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