Calbee’s Harvest Snaps is a new range of baked vegetable and pulse-based snacks, billed as providing ‘a healthy alternative to traditional fried crisps’ and available in ASDA, Sainsbury’s and Waitrose stores and through online supermarket Ocado. As the range falls below the proposed government HFSS (High in Fat, Sugar and Salt) restrictions, the products could still be merchandised in promotional display spaces after the new legislation comes into force in October 2023. The crisps are both vegan and gluten-free, with all green and amber GDAs, weighing in at under 100 calories per portion.
We had already worked with Calbee UK in 2021 to completely rebrand and reposition Harvest Snaps, with the rollout via new packaging across multiple SKUs [SEE REBRAND HERE], but now we needed to come up with a convincing – and successful – shopper marketing campaign.
We were excited to be challenging the category with these uncompromisingly bold-tasting healthier snacks. Our ‘Plant based just got tasty!’ campaign for the new non-HFSS, plant-based snack brand follows Fun Agency’s focused brand strategy work and drives the message that the Harvest Snaps range offers healthier snacking without compromising on flavour. The creative, featuring animated type illustrations by Andy Smith, was rolled out across animated 6-sheets, digital advertising, an ASDA website takeover and in-store POS in UK ASDA stores, along with a supporting print ad campaign.