Challenge: Rice cakes were losing relevance, shelved by an aging fanbase, stuck with a bland rep, and sidelined by trendier snacks. Lundberg Family Farms wanted to make them cool again. I pitched the business and won. Game, set, munch on.
Life truth: Adulting is hard.
Product truth: LFF rice cakes are grown with regenerative practices and crunch like no other.
Creative concept: Reposition rice cakes as the feel-good fuel we all deserve. Life’s hard—take a cake break.
Experiential:
Giving adults a summer break in the Big Apple with the first-ever rice cream sandwich.
An Influencer-Led Kickoff: Turning A Soundbite into a Cake And Dance Break
Lundberg Family Farms rice cakes are made differently, (with regenerative organic certified rice!), so they taste, satiate, and crunch differently. The amplified sound was music to my ears, and the muse for this year-long, joy-filled, humorous, "Take A Cake Break" campaign kicking off with this super catchy, crunch-inspired beat!
The Cake Break Heard ‘Round The Influencer World
We reached out to influencers and asked them to share how they cake break. Their unique recipes, diet-inclusive content, and creativity amplified our beat and tagline.
UGC Mailer
So big. So bold. So ready to break the internet.
OOH
We cake break. We don’t break down.
Then We Created #BryceCakes On Social Media
Giving people a break from the typical mindless social content and delivering scrollable goodness straight into their hands. After all, to know Bryce Lundberg is to love Bryce Lundberg.