Based on research that our Strategy and Community Management teams provided, we determined that their existing campaign scenarios were too big and unrelatable, which made the content feel inauthentic and forced. So we developed concepts that reflected the real lives and everyday moments of our audience, with a tweaked tagline: "Get Crunching".

We continued our integration into everyday relevance using channels our audience loved—like YouTube, Twitter, and Reddit—in clever ways that wouldn’t flood feeds, but instead work within consumer behaviors.

Because cool merch never hurts, right?

After "winning" the business, months went by without a kickoff date. Ultimately, the new content never took flight and we were unable to bring these ideas to life. We never really did find out why. Womp womp.