The Snack Wrap was born to steer young adult appetites toward McDonald’s outside regularly scheduled mealtimes. But when it comes to snacking, vending machine cuisine and gum are more on the radar than the golden arches. So how do we steer young adults our way when the snack attacks hit? Hijack the target at the vending machine with the world’s first “on-snack” media. Catch them off guard in the “I saw you” classified sections of college and alternative newspapers. And lure them with guerilla and outdoor that opens minds and mouths to the Snack Wrap experience.

Media strategyWe deployed a two-pronged media strategy. First, snacking is impulse-driven. Since it’s generally not a long lead purchase, we looked for opportunities to communicate Snack Wrap in unexpected places at precisely the nanosecond hunger pangs first strike. Second, a viral strategy. Show up at their party, infiltrate their everyday lingua franca, get the word out.Creative strategyDivert, distract and irreverently engage the target in his snacking frame of mind. Sabotage the packaged goods competition literally at its point of entry. Seed his world with outrageous surprise attacks deployed within his usual snacking habits and everyday life.