For a video campaign for its culinary-inspired Small Plates snack packs line, Hillshire Snacking created “The World’s Fanciest Vending Machine.”
The setup for the video (90-second version below) had a butler encased in a huge vending machine, roped off with stanchions. A tuxedo-ed maître d asked curious passers-by at L.A.’s Third Street Promenade and the Venice Beach boardwalk for reservations, and insisted that they don top hats or jackets to use the machine.
line: Asked if he’s ever worn a jacket, a hipster wearing a backwards baseball cap and sunglasses replies, with no hint of irony: “No, I live in L.A.”
The video, which also has 15- and 30-second versions, is being used for online advertising as well as being pushed out on the brand’s Facebook and Instagram pages, and living on a Fanciest Vending Machine YouTube host page.
Hillshire Snacking — which also offers a premium line called Grilled Chicken Bites — was launched as a new brand by Hillshire Farm parent Tyson Foods earlier this year. The brand’s snacks are designed to offer a high-protein, “elevated” on-the-go snacking experience.”
The brand’s launch campaign, dubbed “Snack Week,” featured videos starring TV host Andy Cohen and other culinary experts.
In June, the team followed with a Facebook 360 video (and three edited, product-specific versions) of theatrical acts inspired by three new Small Plates varieties, including a fire dancer, a glass player and an origami artists. Those videos were posted in a “Snack Theater” section of the Hillshire Snacking site as well as used in online advertising and social media.
“Snack Week” and “Snack Theater” were created by Hillshire Snacking’s lead creative agency, Y&R, with VML supporting on digital. VML led the creative for “Fanciest Vending Machine.”