Media strategyWe deployed a two-pronged media strategy. First, snacking is impulse-driven. Since it’s generally not a long lead purchase, we looked for opportunities to communicate Snack Wrap in unexpected places at precisely the nanosecond hunger pangs first strike. Second, a viral strategy. Show up at their party, infiltrate their everyday lingua franca, get the word out.Creative strategyDivert, distract and irreverently engage the target in his snacking frame of mind. Sabotage the packaged goods competition literally at its point of entry. Seed his world with outrageous surprise attacks deployed within his usual snacking habits and everyday life.

How do you encourage Young Adult Males, a value-obsessed group that’s not particularly enamored with McDonald’s, to turn to the Arches—not vending machines or 7-Elevens—during snacktime? Abandon the fast-food universe to open up a new competitive set for McDonald’s; don’t build a campaign around thumping other QSRs; build a Snack Wrap campaign to infiltrate the “snack impulse zone.” Using vending machines, #2 pencils, faux classified ads and purposefully provocative prose, we increased Snack Wrap sales by 25% during the campaign, 475% over goal.