Humanaut Campaign Gamifies Crispy, Gluten-Free Crunchmaster Crackers

Advertising agency Humanaut is launching a campaign for client Crunchmaster Crackers to prove that it is the undisputed expert in crunch and that it elevates snack time to a whole new level.

The new ads are set at “Crunch’d,” a game show that imitates popular cooking competitions where kids are challenged to invent their own creations using delicious, gluten-free Crunchmaster crackers and other kitchen ingredients. While the array of ingredients shows how easy it is to create endless culinary possibilities, the ad’s takeaway is that the Crunchmaster’s crunch is the most essential one.

The objective of the campaign is to increase awareness of the snack product, educate people on its superior ingredients and range of usage occasions, and expand its base to families with kids. According to brand research, 92% of consumers are not familiar with Crunchmaster.

“Humanaut took our brief, turned it into an idea that delivers on driving our brand’s objectives, and validated our excitement through research, where we saw strong results,” said Maddie Boepple, marketing manager. “We look forward to working with Humanaut on future projects.”

The national campaign will run on connected TV (:30) beginning September 26. On October 10, it will launch on about 40 cable networks (:15) including A&E, Comedy Central, Discovery, FX, History, TBS, and WeTV. Both the :15 and the :30 spots will run on social media.

Crunchmaster snacks are inspired by a traditional Japanese rice style called usuyaki. The ingredients include California rice, sesame seeds, quinoa, flax, cassava flour, and olive oil. The company has partnered with Beyond Celiac, Celiac Disease Foundation, and the Gluten-Free Certified Organization.