Quaker Chewy Brand Refresh
What’s oo-ey and goo-ey and chocolate-y all oat-ver? You guessed it, Quaker Chewy granola bars. Find them swimming around lunchboxes, backpacks, pantries, and supermarket aisles. That’s because, for nearly 40 years, Chewy has made nutrition easy: in an easy, transportable snack that’s both healthy and yummy.
As the wholesome snack race is ramping up, so is the competition to raise well-rounded kiddos. The days of free time play are dwindling in favor of more structured after-school activities faster than you can say tag, you’re it.
THE CHALLENGE: How do you refresh one of the country’s most popular granola bar brands when the competition is preaching all of the same benefits?
THE SOLUTION: Focus on what makes the brand different. What they stand for isn’t just about nutrition, it’s about happiness for kids everywhere. Create a brand (and of course a brand character) that champions the importance of both snacking and playtime.
FUN FACT: As you can imagine, many, many, many Chewy bars were eaten during the making of this project. I think I actually still have a box or two if you want one.
AGENCY: R/GA
ROLE: Verbal Design Director
