Wheat Thins

Wheat Thins is a crazy brand to work on because your parents grew up with them - even your grandparents, but the brand itself is a lower priority among the portfolio at Mondelez, so the opportunity to evolve strategy was entirely up to my team - and we decided to go for it. By learning from our split audience of younger gen-z and older millennials, we decided to ride the line of strategic cheugy-ness to both laugh at ourselves and be truly funny, too.

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A truly incredible opportunity came into my lap when I noticed that Hasan Piker had taken a liking to our tweet with the word "cracker" in it. Hasan had just been suspended from Twitch for using the same word, so we took our unique position and offered him "the pass" during his live stream and captured over 4m impressions and 500k engagements. I personally packed the box full of crackers and a customized plaque that I left at his doorstop - he and his fans went wild. We also amassed more than 1600 followers from the stunt.

For a brand with no paid presence and no campaigns, that's pretty amazing.

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Press:

• Kotaku: Twitch Star Gets ‘Cracker Pass' From Wheat Thins After Getting Banned For Saying It