How did we convince Triscuit to take off their toppings?
the ask
The entire cracker category has become an echo chamber of similar messages. Every competitor is focused on highly creative (not to mention highly skilled) topping recipes. The problem? The Triscuit brand is considered the quintessential canvas for hors d'œuvres. How could we contemporize the brand for a millennial audience and stand out from the noise?
the idea
In 2018, Triscuit goes topping-less! Leveraging an eye-catching censorship effect, we position Triscuit as a cheeky alternative with absolutely no food prep steps required.
the result?
Preliminary results on social are currently running reporting an average 30+ point ad recall results. This campaign could open the door for future messaging around the enormous amount of delicious Triscuit flavor varieties- a first for the brand!