From Citizen’s research, we knew that SmartFood was popular among moms, which led to our key insight. When time-starved moms actually have moments to relax, they like to enjoy a “party for one,” with a reward like SmartFood. But too often, they find that someone else in the house has helped themselves to mom’s snacks.
When it launched 30 years ago, SmartFood was a totally unique taste in the Canadian snack aisle. But over the years, it’s faced a lot more competition in the popcorn department, from mass brands to artisan startups. We were challenged to change the narrative around SmartFood and build some buzz for it.
To help moms have moments of relaxation, Citizen created the #Smart Stash – clever places for mom to hide her stash of SmartFood from her hungry family! To bring this idea to life, we engaged one of our target’s fave media personalities: former Bachelorette Kaitlyn Bristowe. Kaitlyn went on a national media tour promoting SmartFood on morning shows across the country. To continue the conversation online, we created funny social videos giving moms #SnackStash hiding tips, from couch cushions to plant pots. Plus, we engaged influencers to share their #SnackStash ideas. The conversation blew up in social, creating amazing results in store