SnackCrate with Family
After SnackCrate's period of exponential growth we needed updated social ad creatives to co-exist with our Unbox Your World awareness campaign. The majority of SnackCrate's demographic is both women and families so we felt like this campaign was the right appeal. The goal was for viewers to relate to the Volpe family and realize the joy SnackCrate brings to their lives amidst all the busyness.
Written: Alex Carrasco, Lucas Laurent
Concept: Alex Carrasco, Lucas Laurent
Script: Alex Carrasco, Lucas Laurent
Production: Hidden Woods Film Co.
Cinematography: Hidden Woods Film Co.
2021
Target Audience
This piece was written by me in order to target our largest customer base. We believed a family experiencing the joys of unboxing a SnackCrate as a way to bond was the best way to identify with our buyer persona.
Market Research
We analyzed data across our paid channels to help us identify our largest markets existed in various suburban cities of Texas. These markets consisted of middle income families of mixed and hispanic descent so we made sure to cast the best representation of this particular population. The goal was to make viewers identify and relate themselves to the Volpe family as well as create a sense of aspiration.
Casting
It was difficult to cast for this particular campaign because we wanted to find a full family. Kids are most comfortable around their parents and we we're worried it would be difficult to achieve authentic reactions using unrelated talent.
Product Placement
This was a no brainer but we chose to use Japanese snacks due to their exotic snack packaging and overall widespread appeal as some of the most interesting snacks in the world.
