Jungle Creations reposted this
We've been shortlisted for 'Multilingual Content Campaign of the Year' at the Global Content Awards! 🏆🏆 Have you heard about The Crunch Effect? To increase brand awareness for Wasa globally, we needed a campaign that could be universally understood. Our research revealed that the sound of a crunch, unlike other eating noises, triggers an uplifting reaction—a smile, a laugh. This sound is universally recognised as a sign of joy, regardless of culture. We called it The Crunch Effect. So, we built a campaign around this iconic sound, featuring a hero video of people attempting their perfect crunch, and collaborating with creators to emphasise the sensory experience of Wasa. The Crunch Effect exceeded benchmarks, with higher unaided ad recall and increased top-of-mind awareness. A huge shout out to the team for their incredible work on this! Abbie Thomas, Patricia Garcia Castillo, Alice Shorrick, David Frame, Dan Sherlock