Catalina Crunch Appoints SuperHeroes NY as US Creative Agency

Catalina Crunch has awarded SuperHeroes NY with executing their first ever US ATL campaign following a pitch process that began in June. SuperHeroes NY will support Catalina Crunch’s strategy of taking on 'Big Cereal', offering tasty and healthier alternatives to classic cereals without the sugar and empty carbs.

Catalina Crunch has enjoyed substantial success, distributing to over 22,000 US retail locations as well as its dominant e-commerce presence. All this, despite being up against the big marketing budgets of all the traditional cereal brands, non-traditional new arrivals from West Coast rappers, and fierce competition within the 'better-for-you cereal' category. SuperHeroes NY aims to continue the brand’s meteoric growth with a refreshed brand positioning that flexes their strategic superpowers and iconic creativity.

“Catalina Crunch’s entrepreneurial spirit and ambition for growth is a great fit for us,” says Rogier Vijverberg, SuperHeroes NY founder and ECD. “As an indie-boutique agency, our mission has always been to save the world from boring advertising, and we love working with brave challenger brands that want to do good.”

“We chose SuperHeroes NY because they make great work that stands out, and like us they have a driving passion and purposeful spirit,” says Catalina Crunch Founder and CEO, Krishna Kaliannan. “This cereal is personal to me. I was diagnosed with T1 diabetes when I was a teenager and had to give up all my favorite snacks. I was always disappointed with the taste of healthy snacks, so I’m proud of what we’ve done with Catalina Crunch so far. We can’t wait to share our message as we disrupt cereal aisles across the country.”

SuperHeroes NY is heating up. With a string of new brand wins, SuperHeroes NY is generating buzz around their Brooklyn hideout. Recent additions to the indie-boutique agency include Topps trading cards, Vita Coco and DoorDash.

The US campaign for Catalina Crunch is set to launch in Fall 2022.