the ask
Make Lance Inc. a top-shelf grocery brand.
the background
As a popular snack of choice for families during the early and mid-1900s, Lance Inc. crackers lost their top spot to new competition and an oversaturated market over the years.
not connecting with modern society
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Lance currently has limited marketing and advertising presence, with a few ads being targeted toward children.
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For many older adults, Lance crackers have become a nostalgic snack that they keep in their pantry to share with their grandchildren.
“Lance crackers are the snack my grandma always” -undergrad student
new target audience
There is a gap in Lance’s target audience, those between the ages of 18-35. Those under the age of 35 make up half of a group called “Super Snackers,” those who snack up to five times daily.
opportunity
Highlight Lance’s History to gain brand recognition with super snackers.
campaign idea
Truth: Lance was founded after Philip Lance accidentally bought 500 lbs of peanuts instead of coffee beans.
Insight: Peanut butter crackers can fix any problem no matter how big.
rebranding
We wanted to pay homage to the old Lance logo but put a modern spin on it.
We kept Lance's fun and vibrant colors and added icons to represent the different crackers that Lance Inc produces. This was to ensure all of the packaging were consistent throughout.
old packaging
new packaging
manifesto & ooh
manifesto
Sometimes life doesn't hand you lemons.
Sometimes life lets you accidentally buy 500 pounds worth of peanuts. Hehe whoopsies!
But don't let that weight of your outrageously-massive-mistakes keep you down.
Turn out the right to all your wrongs has been here all along.
In grocery aisle #5.
Your pal, Lance
twitter interactions
We will be going to Twitter and responding to people's everyday problems using #ProblemSolved.
56% of Twitters users are between the ages 18-35 years old.
spotify ads
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Spotify
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Spotify
We wanted to meet our audience where they are, and Spotify ads are a perfect way to connect with them.
70 % of Spotify users expressed that advertisements on the platform make a brand seem young, genuine, and trustworthy
interactive in-store display
To promote the new rebrand, we will have interactive machines in grocery stores that dispense Lance Inc crackers and Dunkin coffee. The prizes are given once the consumer "fixes" the broken lance cracker.
the team
Yousef Al-Sarraf (ST)
Victoria Nguyen (CBM)
Marshall Pittman (XD)
Grace Hudson (AD)
Eli Reece (CW)
my contribution
Project Management
Primary Research
Secondary Research
Creative Brief
Presentation Outline