Challenge: Endless snacking competitors, a less-than-hip reputation, and a generation of aficionados aging out. Rice cakes have been “floating” on supermarket shelves for years for a myriad of reasons. My client, Lundberg Family Farms, set out to change that. Their goal: to revamp rice cakes’ reputation and make them cool, relevant, and part of the cultural conversation again. I pitched the business and won. Game, set, and snack on.
The Campaign:
Life Truth:
Being a living, breathing adult in today’s world means facing a myriad of challenges, both physically and emotionally, every single day.
Product Truth:
LFF uses ROC farming practices to grow the best-tasting, highest-quality rice possible. That’s why their rice cakes taste, feel, satiate, and crunch better than any other.
The Creative Solution:
Get through life’s everyday challenges by satiating your body and mind with the highest-possible-quality eats. You deserve to take a cake break.
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.