Dare Foods reinvents snacking with humorous campaign

Dentsu Creative Canada has partnered with Dare Foods for a lighthearted national campaign promoting Breton Simple Goodness, a new range of mid-sized crackers designed for snacking straight from the box.

The campaign humorously challenges the unwritten rule of not eating groceries before paying for them, positioning Breton’s latest line as too tempting to resist.

The Simple Goodness range introduces flavour-packed crackers that can be enjoyed on their own, without the need for toppings or spreads. The campaign’s main spot features a shopper casually snacking from an unopened box while queuing at the checkout, to the amusement of the cashier and the store’s PA announcer, who begin suggesting unnecessary “pairing” ideas.

Breton breaks with cracker convention

Melodie Farina, director of marketing, Dare Foods Limited: “Breton has traditionally been known for larger, round crackers, generally eaten with toppings and served while entertaining. We wanted to flip that convention on its head with the launch of our new Breton Simple Goodness crackers. We threw formality out the window by depicting our consumer enjoying these delicious and healthier crackers right out of the box.”

Ari Elkouby, chief creative officer, Dentsu Creative Canada: “We loved the idea of showing just how craveable these crackers are, so irresistible that someone couldn’t even wait to get home to open them. The humour gets dialled up when we realize the clerk isn’t the only one who finds eating crackers on their own out of the ordinary.”

National rollout across broadcast and social media

The campaign runs across Canada from 28 September to 7 December on broadcast and social media. Breton Simple Goodness crackers are available in two flavours — Sea Salt & Olive Oil and Dill & Herb — and can be found at major retailers nationwide.

www.darefoods.com

www.dentsucreative.com

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