With 10+ years of ‘Your Not You When You’re Hungry’, one of the most popular ad campaigns of all time, Snickers has already showed up in almost all types of situations. So when they wanted to create a global campaign to make Snickers top of mind for Gen Z, they went to the most out-of-sorts place in the world. Where all rules are thrown out the emergency exit. Airplanes.

With 6 million people travel through airports every day, the trials and tribulations that come along with airport travel are a universal experience. In recent years, news of passengers acting in unbelievably out-of-sorts ways have become a current occurrence. As a brand that remedies out-of-sorts moments, we felt it was time to step in to help flight attendants and passengers by reminding people that maybe out-of-sorts passengers just need a Snickers.

As a brand that remedies out-of-sorts situations, Snickers knew they had to come to the rescue for all those suffering 36K feet in the air. It’s why they launched the ‘Hungry Skies’ campaign to prove that all the out-of-sorts moments in the sky are happening because passengers are hungry.

We first set out to help the group that suffers the most from dealing with out-of-sorts passengers: flight attendants, with the first ever flight attendant sponsorship program. Creating a survival kit that provides them with everything they need to deal with out-of-sorts passengers.

We even created different ways to help out-of-sorts passengers with mid-flight meditations, and custom Snickers bars sold at Hudson News to make sure passengers weren't out-of-sorts on their next flight.

The Hungry Skies campaign targeted Gen Zers with an on-the-go lifestyle and passion for travel. This group knows better than anyone that travel is stressful and, without a reality check, an experience often filled with out-of-sorts moments. With hunger as a major force leading to out of sorts travelers, we know that Snickers is the perfect solution. To prove this to our audience, we looked to two groups with the power to grab their attention. Flight attendants who constantly deal with hangry passengers and travel influencers whose advice is trusted by our target and whose content makes up their social feeds. Using these groups, we were able to tap into these relatable out-of-sorts travel moments and by arming them with a Snickers on stressful travel days, we could prove that maybe hungry travelers just needed a Snickers all along.

The Hungry Skies integrated brand campaign took off with a staged airplane yoga video. We tapped travel influencers and flight attendants to react to the video, getting airplane stories trending in culture again. Then we launched our TV spots and announced our survival kit that's made to ensure flight attendants have everything they need to deal with the craziest scenarios at 36,000 feet.

To keep customers engaged before they're on the flight we launched a Hudson news partnership with custom bars to remind passengers not to fly without a Snickers. But even for those that weren't able to get a Snickers before boarding, we launched a microsite with mid-flight meditations to help passengers stay calm mid-flight.

The campaign was launched on a global scale in over 30 countries consisting of TV, social, Out of Home and our custom kits.

With its global launch in 36+ countries, the Hungry Skies’ called attention to the fact that flying isn’t all it’s made out to be. Since going live, Snickers has shipped over 150 Cabin Control Kits to flight attendants and needy passengers, created 20 thousand custom Snickers with travel warnings to be sold at over 150 Hudson News locations, and received millions of views on social in just two days.

Snickers has also noticed that since launch, there have been zero downward dogs in the aisles, zero videos of emotional support snakes on planes, tens of thousands of airplane freakouts prevented, and a 100% approval rating from flight attendants.