Crowdiate and MadeGood Go Back to School with a Playful Snack Campaign

Crowdiate has proudly launched a new campaign for MadeGood snacks to serve the key back to school period in the US. Entitled ‘For all the good reasons’, the creative idea capitalises on MadeGood’s impressive organic nutrition credentials, targeting parents concerned with what goes into their children’s lunch box.

Aaron Nemoy, Crowdiate’s strategy lead, comments, “MadeGood's extraordinary product attributes gave us fertile ground to explore a wide spectrum of convincing arguments on which to build our case for the brand’s suitability as a back-to school snack. We came to choose a light-hearted approach that tapped into the effort parents naturally put into choosing their children’s snacks, allowing us to mirror the care and thoughtfulness of the MadeGood brand, with that of our audience. The creative execution added a degree of playfulness and charm that brought this parent/product connection alive by making the kids feel real and relatable, and the brand promise feel genuine and relevant.”

With an aim to find a fresh creative expression for the brand, Crowdiate took the brief to its global creative community for the initial campaign idea, before leading concept refinement and implementation. 

Directed by Stash Capar through Noble Content, the launch is anchored by three creative executions - ‘Lunchbox’, ‘Planet’ and ‘Back Seat’. The videos’ simple structure and quiet realism employ an observational style, capturing our young actors lost in the enjoyment of a MadeGood snack, only to be shocked into disbelief by the news that their delicious snack is in fact made from vegetables. 

The integrated campaign launches on 15th August 2022 with TV, digital video, outdoor billboards, social media and shopper marketing, developed in partnership with Empower, Epitaph Group, Wunderman Thompson Commerce, Matrixx Shopper Marketing and Coast Public Relations.

You can check out the spots for yourself below: