Following its successful 2016 introduction of Good Thins, Mondelez International is pushing further into the clean, better-for-you snacks space with the launch of Véa.
Véa’s crackers, crisps and mini crunch bars were designed to appeal to Millennials’ interest in snacks that combine a healthier nutritional profile, no artificial ingredients, and adventurous flavors.
The snacks use all-non-GMO, “real” ingredients from various countries, such as seeds, barley, quinoa, butternut squash, coconut and chickpeas, and come in six varieties “inspired by global recipes.”
Like the Mondelez corporate identity itself, Véa is a name created by the company with cross-cultural, global brand appeal in mind.
The campaign, “Find Your Way to Real,” stresses the familiar, Millennial-friendly theme of “authentic” food and experiences.
“From product inception to recipe development, Véa is a brand committed to the authentic way it was created — and you’ll see that across all aspects of the marketing campaign,” Jason Levine, VP, NA biscuit marketing at Mondelez, tells Marketing Daily.
TV creative and owned social media efforts commenced this week, and additional marketing support will be staggered over the coming months. The brand launched on social with @VeaSnacks on Facebook, Instagram, Twitter and YouTube.
A 30-second TV spot focusing on the crackers (below), shows a diverse group of young adults enjoying the snacks, alternated with visuals and messages spotlighting the clean ingredients and exotic flavors. Millennials’ interest in experiencing other cultures through food is addressed with the message, “To eat is to explore.”
Shorter (15- and 6-second) versions for the crackers, bars and crisps are also posted on YouTube.
Partnerships with social media players influential with Millennials are a key part of the marketing plan.
One is with Insider, which will implement a social campaign encouraging users to “explore the hidden world around them and share moments of authentic discovery” through the new snacks, reports Mondelez. Another, with Mic, is an “Out of Office” content series about a road trip, reflecting the insight that Millennials feel overextended and in need of breaks from the daily routine.
The brand is also implementing point-of-purchase displays in the cracker aisles of supermarkets, drug stores and natural retailers across the country.
Reflecting major CPG makers’ increasing stress on expanding the e-commerce channel, Mondelez says that it has “partnered with key online retailers to help launch the brand in a big way.”
Agencies working on the Véa campaign include McGarryBowen on creative, VaynerMedia on digital, Carat on media, Weber Shandwick on public relations and Bulletproof on packaging.