• by Steve Ellwanger , January 30, 2020

As snacking becomes more of an all-day activity, frozen snack-food provider Farm Rich has a new campaign designed to encourage people to indulge their cravings whenever they want.

“If You Wanna Grab a Snack, Grab a Snack” features actor Daniel Fredrick accompanied by his indoor animal buddies -- including a donkey, goat, rooster and chickens -- defying a set schedule for snacking while ignoring the food recommendations of others.

“No alarms tell me when to snack. I don’t care about posts and likes. I mean, who am I like?” Fredrick proclaims while munching on a mozzarella stick.

The multiplatform campaign from The Scout Agency began this month on traditional and streaming television and digital channels, including audio streaming on Amazon Music. 

The campaign promotes snack “individualism,” with a target audience that skews younger than some past Farm Rich campaigns -- which had more of a parent/family focus -- including households that might not contain children, according to senior marketing manager Ciera Womack.

“This spot also speaks to changing meal/snack habits, and for those who no longer eat three square meals a day -- whether that's due to busy schedules, diet, replacing one or more traditional meals with snack meals or simply to fuel throughout the day,” Womack tells Marketing Daily.

Founded in 1982, Farm Rich is responding to the “evolution of snacking” marked by shifts in eating habits -- among them a decline in the consumption of three daily meals and an increase in grazing. 

“The way many now eat throughout the day has changed and the ‘If You Wanna Grab a Snack, Grab a Snack’ campaign helps normalize satiating hunger when it strikes, instead of making excuses for nontraditional mealtimes, or to feel guilty about wanting a snack,” Womack says. 

Networks carrying the campaign spots include CBS Sports, ESPN, Food Network, Animal Planet, HGTV, Hulu, OWN and Investigation Discovery. 

Among social media efforts in advance of the Super Bowl is the opportunity for people to make predictions related to the game on the @FarmRichSnacks Instagram and Facebook pages, for the chance to win a year’s supply of Farm Rich products and apparel.