Setup
When packing a child’s lunchbox, parents need confidence in a snack’s quality—while also knowing it won’t end up on the playground black market! For Bear Paws, establishing a reputation as a trusted snack was only half the challenge. With more than twenty flavours available, helping parents accurately identify their child’s favourites proved to be an achievement in itself.
Strategy
Engage both parents and children with whimsical syndicated commercials and nostalgic stills. Stop-motion vignettes hearkened back to beloved Saturday morning cartoons—content parents enjoy sharing with their kids and fellow parents on social media.
The series garnered thousands of shares and earned extraordinarily positive consumer sentiment. Community managers excitedly noted touching messages about how the ads brightened viewers’ days. Most importantly, Bear Paws gained that coveted seal of approval from parents and kids alike.
