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By Audrey Kemp, LA Reporter

November 3, 2023 | 2 min read

In this exclusive, Trolli’s Hope Hruska tells The Drum how the Ferrara-owned candy brand takes a playful and unconventional approach in its new ad campaign.

In a bold initiative that blends humor, creativity and a touch of the bizarre, Trolli, Ferrara’s sourworm brand, has unveiled its latest marketing campaign: ‘Eat Me.’

The social campaign, comprising two spots dubbed ‘Thrift Store’ and ‘Office,’ depicts Trolli’s gummy mascots in an unexpected way as they come to life and emerge from their packaging to tempt humans into taking a bite. The work also spotlights Trolli’s new Sour Electric Crawlers, which feature new flavors and a swirling pattern.

“This is the first time we’re bringing our neon bright crawlers out of the depths of the fantastical world Trolli has been in the past five or so years in the bag,” Trolli’s brand manager, Hope Hruska, told The Drum. “Now, we’re bringing them into the human world. It’s this evolution of a campaign that embodies unexpectedness and the non-conforming nature of our brand.”

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Hruska adds that the commercials’ settings – a thrift store and an office – are designed to resonate with a number of different consumer demographics. However, Gen Z, which named Trolli as one of their favorite brands this year, is the brand’s primary focus.

The campaign will run throughout the rest of this quarter and into 2024 across digital and social media.

Digitas Chicago led the campaign’s strategic and creative development, Golin –Trolli’s public relations agency of record – led earned media and Mindshare was responsible for amplifying the content.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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