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Harvest Snaps, the original plant-based snack and flagship brand of Calbee America, Inc., and digital creative agency of record Cutwater, with offices in San Francisco and New York City, has teamed together to bring to life a music-driven TikTok branded effect designed for college students throughout the U.S. starting the fall semester.
The branded effect, entitled “Snap Sounds”, can be accessed directly through TikTok or by scanning the QR code on the newly launched Mixed Snack Pack from Harvest Snaps, an offering with six, single-serve bags of veggie snacks in three flavors. Named after the fun-to-eat, snappy products, it invites audiences, especially college students, to create their own music via head movements. Each motion triggers one of six beats, many of which are recorded sounds pulled directly from Harvest Snaps’ packaging and products, such as the memorable crunch that happens when you eat the tasty snacks. Beyond solo pieces, the branded effect allows the opportunity for duet content as well.
“During the early stages, everyone loved the idea of making music while snacking. TikTok was the perfect platform for reaching those hungry for tasty, healthy snacks and fun experiences”, explains Cutwater Group Creative Director Adam Vohlidka. “Users can jam by themselves and with friends. Vocals, instruments, dance choreography, anything goes. The beauty of the beats is that they create an ownable sonic identity for Harvest Snaps that wasn’t there before.”
The work marks several milestones. For Harvest Snaps, it’s their first major activation following their recent rebrand and, most importantly, foray into TikTok (@harvestsnaps_official). For Cutwater, the project comes on the heels of winning the digital creative agency of record title for the plant-based snack.
Excited by the stylish TikTok entrance, Calbee America, Inc.’s Head of Marketing Sandra Payer adds, “This activation presents a unique opportunity for Harvest Snaps to attract and engage with a younger and relevant target audience of Gen Z college students, often looking for tasty and better-for-you snacks to eat while studying or share with their friends. We’re thrilled with how Snap Sounds turned out and can’t wait to hear and see what this creative group of consumers comes up with.”
The media strategy, spearheaded by Cutwater, boasts targeted ads across social channels as well as influencer partnerships. The latter includes @veryveryvinny, @stavemusicofficial, @andy_morris, and more. As an extra treat, the paid support will run in parallel with a nationwide college sampling events program for the Mixed Snack Pack, which will feature limited-time coupons for all Harvest Snaps items at a wide range of major retailers carrying the product lineup. The Mixed Snack Pack will be sold at Sprouts Farmers Market for a limited time starting in mid-August and direct to consumers on HarvestSnaps.com.
According to Cutwater Founder and CCO Chuck McBride, “We couldn’t ask for better collaborators from the teams at Harvest Snaps and TikTok. There was a real trust in our artistic vision and media plan. I can’t wait to see what the community comes up with. The beats with the most flair and likes have the chance to be spotlighted within the brand’s official feed.”
Client: Harvest Snaps
Head of Marketing: Sandra Payer
Senior Marketing Manager: Maiko Shimano
Brand Manager: Olivia Langenberg
Brand Manager: Karina Soeganda
Founder & Chief Creative Officer: Chuck McBride
President: Christian Hughes
Group Creative Director: Adam Vohlídka
Creative Director: Scott Padden
Senior Art Director: Danny Murphy
Art Director: Lexi Lanzi
Copywriter: Kevin Heller
Director of Creative Strategy & Head of Social: Viktor Torbjornsen
Social Media Marketing Manager: Juliana Rios
Director of Content and Production: Brian Cooper
Head of Media: Lizzy Ryan
Associate Director: Maggie McKay
Assistant Media Planner: Gavin Faucette
Group Account Director: Courtney Griffin
Account Director: Grace Fiset
Account Executive: Marc Cruz
Project Manager: Ana Elejalde
Cutwater is an independent creative and media agency with offices in San Francisco and New York City. Headed by advertising thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the agency prides itself on building distinctive campaigns for challenger and legacy brands alike. These have included the likes of Russell Stover, Brawny, Jeep, Ray-Ban, and more. https://www.cutwateragency.com/
About Calbee America, Inc.:
Since expanding from Japan in 1970, the Calbee team has been passionate about making plant - based, nutritious snacks from quality ingredients that bring a smile to your day. Their mantra is to “Harvest the Power of Nature,” which is demonstrated by their flagship Harvest Snaps brand made from veggies as the #1 ingredient. Producing its products in Fairfield, CA , Madera, CA, and Senatobia, MS, the company continues to innovate with new red lentil Crunchy Loops and San Joaquin Almond Nut Chips. Visit https://calbeena.com/ for more information. Also visit HarvestSnaps.com and follow @harvestsnaps on social media.