Good grief, check this out. Leading an integrated multi-agency team, Cactus worked with Horizon Organic to build awareness and trial of their center store snacks. Horizon Organic had a low awareness of their product offering outside of organic milk. Our strategy tapped into consumer insights around Mom and her path-to-purchase during a key time period: back-to-school. We executed a partnership with Fox and the release of The Peanuts Movie, leveraging a love for the Peanuts gang that Mom grew up with and now her kids enjoy.

One of our challenges was merging the product with the Peanuts characters in a way that was acceptable to Fox Studios and The Schulz Family. Traditionally, the characters were not allowed to interact / ingest products in advertising. Taking a cue from social content shared by moms, we found an endearing way to bring Horizon snacks and the characters together. Crumbface was one of the most popular aspects of the campaign.

The campaign was a success, increasing intent to purchase by 30% and surpassing social acquisition goals by over 100%. Even Charlie Brown would feel optimistic with those numbers.

CREDITS:
Client: WhiteWave Foods / Horizon Organic
Marketing Director: Mike Skibinski
Brand Manager: Jamie Cheston
Assoc. Brand Manager: Lauren Start
Assoc. Manager: Jennifer Hughes
Assoc. Manager: Kim Schwartz

Partners:
FOX Animation
Blue Sky Studios
The Schulz Family

Agency: Cactus
Partner & CCO: Norm Shearer
VP, Creative Director: Brian Watson
Creative Director: Jeff Strahl
Senior Art Director: Matt Chiabotti
Senior Art Director: Michael Maciolek
Art Director: Hailey Simon
Designer: Shruthi Balakrishna
Writer: Ricky Lambert
Writer: Shea Tullos
Brand Director: Tricia Espinoza
Strategic Director: Mike Lee
Dir of Acct Management: Ainslie Fortune
Project Manager: Ethan Nosky
Project Manager: Rachel Plaster
VP, Digital & Content Prod: Kate Schmitz
Digital Producer: Brit Tucker
Digital Producer: Zach Meyers
Assoc. Integrated Producer: Simon Alexander
Interactive Designer & Dev: Austin Lliteras
Broadcast Producer: Martha Douglas
Senior Producer: Carol Williams
Senior Production Designer: Mark Tanner

Post Production: Idolum
Executive Producer: Robin Schmachtenberger
Editor: Bob Maple