In an effort to torpedo the chip or candy bar at point of entry, we formed a never-been-done before partnership with a vending machine company to place Snack Wrap free trial offers directly on bags of chips, cookies and candy bars. Signage on the outside of machines read “Buy one, get something tastier for free.” We also placed empty, run-down vending machines across the city with hand-drawn signs with the message, “Out of work thanks to the McDonald’s Snack Wrap.”We placed faux “I saw you” ads in the personal sections of college papers, written lovingly from the Snack Wrap’s perspective to a student desperately in need of a snack. We also distributed 25,000 #2 pencils via college bookstores. The pitch on the pencil stated “Don’t chew on this. Get a Snack Wrap.”“Open Your Snack Hole” messaging on posters in trendy neighbourhoods was purposefully provocative, resonating with Young Adult Males.

Snack Wrap UPTs (units per thousand transactions) were up 119% — 476% over goal. Coupons placed within vending machines had over 8.5% redemption—425% higher than the average. “Snack Hole” lexicon was picked up by a trendy T-shirt company, personal blogs and Seattle’s popular alternative weekly paper “The Stanger.”