The Challenge:
Rice cakes had lost their crunch appeal. Once a pantry staple, they were now stuck with a bland reputation, an aging audience, and competition from trendier snacks. Lundberg Family Farms came with one simple ask: make them cool again.
The Insight:
Lundberg's regenerative organic rice gives its rice cakes an unmistakable crunch. That distinctive product truth became a metaphor for everyday life: when things get crunchy, we all need a moment to reset.
The Big Idea:
We transformed rice cakes from a forgotten health food into a well-earned break. Built around the platform "Take a Cake Break," the campaign positioned Lundberg rice cakes as the snack that helps you power through life's crunchiest moments.
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.