How Sweet It Is: Nestle Taps Reach Agency To Handle Creative Duties For Butterfinger, Crunch

Santa Monica, CA-based Reach Agency, has won creative duties for two iconic Nestlé candy brands, Butterfinger and Crunch. 

The assignment includes digital and social media as well as television. The agency will be working with the brands’ media agency MVM // Metavision Media integrating creative and media execution, measurement and optimization. 

For Butterfinger, Reach has already begun developing a new integrated campaign to support key initiatives throughout the year, including two new product launches and a specialized Halloween campaign. 

For Crunch, which has not advertised in over 7 years, Reach is developing an all new campaign, tagline and visual identity for the brand that will launch via digital & social media in January 2018 and continue throughout the year. 

The agency is also developing a campaign to launch a new Crunch product in March 2018. 

“Reach’s agile and collaborative approach was key to our decision,” stated  Maleeda Wagner, Nestle USA Senior Brand Manager, Chocolate and Confections, “We are excited about this new partnership and thrilled to be launching a new chapter in the evolution of two of the most famous name brands in the candy category.” 



Reach co-founder Gabe Gordon added that the agency intends to make the brands “top of mind for a new digital-facing generation of consumers. Reach is a social-first agency; this is what we do best, especially when working with a progressive, forward thinking client.”



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