• by Fern Siegel , June 27, 2022

Snack brand Harvest Snaps has tapped Cutwater as digital creative agency of record after a comprehensive review.

The agency, which has offices in San Francisco and New York, will handle creative, digital, brand and social strategy. The two products it will focus on are Baked Snacks and Crunchy Loops. Both are plant-based proteins.

“The snack category is the most dynamic and interesting category out there,” said Cutwater founder-CCO Chuck McBride. “We see a lot of strategic and cultural possibilities with this brand. It has a bit of a cult following, which is always inspirational, especially on the digital and social landscape.”

The AOR decision follows a company rebrand, which recently debuted a new logo and packaging.

Harvest Snaps has also launched a D2C platform, along with a new “Mixed Snack Pack” offering. Upcoming campaigns and initiatives with Cutwater, which includes paid media support, will appear on TikTok and AR activations. Influencer and retailer partnerships are also in the mix.

Sandra Payer, head of marketing for HS's parent company, Calbee America, said she expects the creative to “disrupt, in the best way possible, the way we communicate with our consumers.”

Cutwater was named creative-media agency of record for pet brand Hartz in May.