Plant-based snack brand Harvest Snaps and digital creative agency of record Cutwater have teamed together to bring to life a music-driven TikTok branded effect designed for college students throughout the US. The branded effect, entitled “Snap Sounds”, can be accessed directly through TikTok or by scanning the QR code on the newly launched Mixed Snack Pack from Harvest Snaps.
Named after the fun-to-eat, snappy products, it invites audiences, especially college students, to create their own music via head movements. Each motion triggers one of six beats, many of which are recorded sounds pulled directly from Harvest Snaps’ packaging and products, such as the memorable crunch that happens when you eat the tasty snacks. Beyond solo pieces, the branded effect allows the opportunity for duet content as well.
We spoke to Cutwater Founder and CCO Chuck McBride and Calbee America’s Head of Marketing Sandra Payer to get a little more information.
What was the brief for the project?
Cutwater Founder and CCO Chuck McBride: In addition to increasing awareness and purchase intent, the ask was to help introduce the newly released Mixed Snack Pack product, an offering with six single-serve bags in three flavors. We were all very excited since it was the brand’s first major attempt on TikTok (@harvestsnaps_official) as well as our first project working together since being named digital creative agency of record and the Harvest Snaps rebrand.
Calbee America, Inc. Head of Marketing Sandra Payer: The younger generation was our target audience for this project, as they love to snack! In addition, we found that 69% of Gen Z watch what they eat and drink, according to Numerator 2022, further confirming that Harvest Snaps’ better-for-you offerings are an ideal fit for this community. They’re also active on TikTok, so this was the perfect platform to connect with them on.
How did the initial pitch/brainstorming phase go?
Cutwater Founder and CCO Chuck McBride: With a brand that contains the word “snap” in it, you could imagine all the suggestions. Eventually, we settled on gamifying the different crunch sounds you’d find in the Mixed Snack Pack, and “Snap Sounds” was born. Considering the recent and continued surge in QR codes, allowing the packs to be the impetus for activation was simple to implement and now gives us a portal for future snack time fun.
Calbee America, Inc. Head of Marketing Sandra Payer: Our goal is to drive household penetration and awareness for Harvest Snaps among the younger generation. We collaborated closely to make sure that this activation would achieve these goals for the brand.
Describe the purpose of the brand and its target audience.
Calbee America, Inc. Head of Marketing Sandra Payer: We believe in snacking without compromise and inspiring smiles by the handful. Harvest Snaps is all about crafting tasty, plant-based snacks that can be enjoyed to the fullest thanks to farm-picked veggies as the #1 ingredient. Our goal for “Snap Sounds” was to have some fun with Gen Z TikTok users who crave tasty snacks and fun experiences, especially college students across the U.S. kicking off the fall semester. The latter informed our media strategy and rollout date.
What was your thinking behind the solution?
Cutwater Founder and CCO Chuck McBride: The Harvest Snaps and Cutwater teams really responded to using a variety of musical crunches, notes, and music to belie the notion of a pack full of different flavors. Through the TikTok platform itself or by scanning the QR code on the Mixed Snack Packs, audiences could create their own music via head movements. The performances could range from vocals and instruments to even dance choreography. That’s the beauty of it, anything goes.
Did you learn anything new during the project?
Calbee America, Inc. Head of Marketing Sandra Payer: This “Snaps Sounds” activation leveraged a breakthrough feature on TikTok, the branded effect. Since branded effects are still largely untapped by companies, there was a lot of room for experimentation.
What was the biggest challenge? How did you overcome it?
Cutwater Founder and CCO Chuck McBride: There was an embarrassment of riches. Our side found it artistically fulfilling piecing together all of the different videos into a thematically cohesive narrative. Those like @veryveryvinny, @stavemusicofficial, and @andy_morris, to name a few, really put their own spin on the work.
What kit/tools/software were used to create it?
Cutwater Founder and CCO Chuck McBride: Harvest Snaps and Cutwater collaborated closely with TikTok’s in-house team to bring to life the graphic design and technical aspects. The influencers filmed and edited their content with their own equipment from the locations of their choice. The TikTok posts were reshared throughout the Facebook, Instagram, Twitter, and YouTube channels of both the influencers themselves and Harvest Snaps.
What details are you most proud of and why?
Cutwater Founder and CCO Chuck McBride: The interactive audio. Each motion triggers one of six beats, many of which are actual recorded sounds from Harvest Snaps’ packaging and products, creating this ownable sonic identity that wasn’t there before.
Calbee America, Inc. Head of Marketing Sandra Payer: The collaboration between Harvest Snaps, Cutwater, and TikTok was fantastic! Every team focused on their area of expertise and contributed well-researched ideas. With this approach, we were able to develop a very relevant activation for the audience that fits closely with the brand but also feels native and authentic to the TikTok platform.
What visual influences fuelled the project?
Cutwater Founder and CCO Chuck McBride: Harvest Snaps had recently updated their visual identity. The UI overlay in particular is complemented by visuals of the brand’s signature green color palette and Peamoji illustration characters.
Calbee America, Inc. Head of Marketing Sandra Payer: The project’s visual look is aligned with Harvest Snaps’ brand assets, but we used them in a subtle way to give the tone and feel of the brand while ensuring that we communicated authentically on TikTok.
What do you hope it achieves for the brand?
Cutwater Founder and CCO Chuck McBride: Hopefully, snackers, music enthusiasts, and TikTokers alike will feel encouraged to jam by themselves or with friends on the branded effect. The beats with the most flair and likes have the opportunity to be highlighted within Harvest Snaps’ official feed.
Calbee America, Inc. Head of Marketing Sandra Payer: Through this activation, we hope to drive brand awareness and inspire trial of our product among Gen Z consumers. We look forward to monitoring the success of the campaign, learning lessons as time moves forward, and continuing to find ways to reach new generations of snackers.
Credit list for the work?
Client: Harvest Snaps
Head of Marketing: Sandra Payer
Senior Marketing Manager: Maiko Shimano
Brand Manager: Olivia Langenberg
Brand Manager: Karina Soeganda
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
President: Christian Hughes
Group Creative Director: Adam Vohlídka
Creative Director: Scott Padden
Senior Art Director: Danny Murphy
Art Director: Lexi Lanzi
Copywriter: Kevin Heller
Director of Creative Strategy & Head of Social: Viktor Torbjornsen
Social Media Marketing Manager: Juliana Rios
Director of Content and Production: Brian Cooper
Head of Media: Lizzy Ryan
Associate Director: Maggie McKay
Assistant Media Planner: Gavin Faucette
Group Account Director: Courtney Griffin
Account Director: Grace Fiset
Account Executive: Marc Cruz
Project Manager: Ana Elejalde
