f'real's Puppet Mascot 'Lil' Gutty' Helps Customers Make Satisfying Snack Decisions

f'real, the purveyors of on-the-go, blend-it-yourself shakes and smoothies at more than 20k convenience store locations worldwide, is launching a new campaign reaching Gen Zers across the country.

Introducing: Lil’ Gutty, the brand’s new puppet mascot that’s helping c-store customers make satisfying snack decisions. Lil’ Gutty is the voice of – well, your gut! He’s ready to guide you to the on-the-go pick-me-up that you really want. Because, life’s too short to pass up delicious frozen treats. 

In the spots, a hungry teenager, Jeff, is faced with an overabundance of snack choices among the c-store aisles. Lil’ Gutty slaps some sense into him, saying “Think beyond the snack rack, Jeff!” They both look at the f'real machine and then exit to the register with an armful of freshly blended shakes and smoothies. One spot touts the brand’s self-cleaning equipment, noticeably different from the forever rotating slushie machines Gen Zers frequent at many convenience stores. 

The c-store environment is a competitive space for snack and CPG brands, all fighting for attention. This work is intended to shine a light on the difficulty in decision-making among those aisles and provide an easy - and tasty - solution. 

The campaign is from Muhtayzik Hoffer, the brand’s lead creative and media agency, and was produced by Goat Island, the agency’s in-house studio. The agency developed Lil’ Gutty based on the insight that Gen Z audiences are identity shapeshifters who are constantly looking for new ways to express themselves. Because of this, they gravitate towards brands that empower individuality and support autonomy. f'real sits at the intersection of c-store culture where young audiences spend a good deal of time. 

M/H partnered with James Kemp, a puppet builder who has developed countless puppets for brands, entertainment, even for the iconic puppet musical comedy, Avenue Q. Kemp created Lil’ Gutty to embody the feeling of confidently knowing what’s best in a snack-attack. 

The media plan (launching in the US and Canada) is reaching Gen Z by tapping into gaming (and partnering with Twitch), influencers, and via a comprehensive buy across social. Check out the social videos linked here. The buy also includes connected TV, digital channels, and GSTV for point-of-purchase.

“Overt marketing tactics do not resonate with Gen Z. They want experiences and they want a hand in shaping culture and trends,” said Nikkie McBrayer, sr. director global platforms, f'real. “That’s exactly what we gave them with the creation of Lil’ Gutty.”