Mondelez's millennial-targeted snack brand Véa is partnering with The New York Times to underwrite a year-long residency for travel journalists. Carat, Mondelez International’s media-buying agency, along with its creative arm Story Lab, are also involved with this first-of-its-kind program.
As a part of the "Surfacing" residency, The New York Times will recruit social media-centric storytellers to create food, culture and travel content for NYTimes.com Travel section, which will post beginning in December 2017.
NYT will train these journalists; they will work as contractors during the one-year duration of the program. Stories will be shared in real time across multiple social and visual platforms, including Instagram and Snapchat.
In support and promotion of the program, the Véa brand will feature its own content alongside the pieces developed for the NYT by the residents.
In addition, The New York Times’ T Brand Studio will produce six live-action videos providing an "inside look into the history of the wholesome ingredients" used in the Véa snack portfolio.
Although not specifically affiliated with this project, as part of an overall integrated-marketing approach, Véa is working with various agencies via the Find your Way to Real messaging.
These agencies include McGarryBowen on creative, VaynerMedia on digital, Weber Shandwick on public relations and Bulletproof on packaging.