• by Fern Siegel , April 16, 2024

The Crunch candy bar, a chocolate bar made from milk chocolate and crisped rice, has revamped its marketing platform.

The new integrated campaign "Turn Up the Fun"focuses on the candy bar's texture as a cheeky distraction from every-day life. The brand also updated its site experience to focus on the tagline.

The creative, by ad agency Translation, has 15- and 30-second product spots, audio, social and future content creator integration. The work targets a millennial audience, which bonds over shared banal experiences.

“Americans love Crunch's unique texture and exciting bite — and we wanted that pop of fun in an otherwise flat day to drive our new campaign,” Amber Hansinger, vice president of marketing at Ferrero Group, told Agency Daily. “Modern adulthood is filled with mundane burdens and obligations. It's important to find the fun in your daily routine with things like a mid-afternoon treat. We hope Crunch inspires fans to turn up the fun in their day-to-day.”

Actor Eric Warheim directed a TVC that introduces the candy bar during a routine airport security check to break a monotonous moment. The humor supports findings by a YPulse survey, which found 74% of millennials send memes to make people laugh or smile.

The brand, long owned by Nestlé, was sold to Ferrero Italia in 2018.