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FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign is best categorized as a Parody or Borrowed Format because it explicitly adopts the structure of popular cooking competition game shows, setting the ads within a fictional show called “Crunch’d” where kids compete to make creative “crunchuterie” dishes. The use of the game show device is a clear and direct parody/borrowed narrative form, designed for instant audience recognition. The creative does not primarily rely on storytelling or testimonial, but rather leverages the familiar conventions and excitement of cooking competitions to prove product superiority, while positioning Crunchmaster crackers as the essential ingredient in all the creations. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. Blue Diamond Almonds – Market Positioning Blue Diamond Almonds positions itself as a health-conscious snack leader, emphasizing high-protein, nutrient-rich almond snacks that are convenient and versatile. Their branding focuses on superior taste, quality, and innovation in nut-based snacks, appealing to consumers seeking wholesome, on-the-go options with natural ingredients. 2. Mary’s Gone Crackers – Market Positioning Mary’s Gone Crackers differentiates itself as a purveyor of organic, gluten-free, and non-GMO crackers made from whole grains and seeds. They target clean-eating, health-focused consumers looking for natural, allergen-friendly snacks that combine nutrition with artisanal flavor and texture. 3. Simple Mills – Market Positioning Simple Mills markets itself as a premium brand offering grain-free, gluten-free crackers made with simple, recognizable ingredients. Their strategic angle revolves around clean-label transparency, paleo and keto friendliness, and delivering indulgent taste without artificial additives. 4. Glutino – Market Positioning Glutino positions as a trusted, affordable gluten-free snack brand focused on delivering accessible, tasty, and safe options for people with gluten sensitivities and celiac disease. They emphasize gluten-free certification and consistent quality across a wide range of products. 5. Late July Snacks – Market Positioning Late July Snacks promotes organic, non-GMO, and flavorful cracker and chip snacks made with wholesome ingredients. Their brand identity is rooted in sustainable sourcing, bold natural flavors, and a commitment to environmental responsibility, appealing to eco-conscious, health-aware consumers.
Crunch’dAdvertising agency Humanaut is launching a campaign for client Crunchmaster Crackers to prove that it is the undisputed expert in crunch and that it elevates snack time to a whole new level. The new ads are set at “Crunch’d,” a game show that imitates popular cooking competitions where kids are challenged to invent their own creations using delicious, gluten-free Crunchmaster crackers and other kitchen ingredients. While the array of ingredients shows how easy it is to create endless culinary possibilities, the ad’s takeaway is that the Crunchmaster’s crunch is the most essential one.This professional campaign titled 'Crunch’d' was published in United States in October, 2022. It was created for the brand: Crunchmaster, by ad agency: Humanaut. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted over 2 years ago.CrunchmasterUnited StatesIntegratedFood1. Year: 2022 2. Title: Who Will Be The Crunchmaster? | Crunchmaster Crackers 3. Description: On today’s episode of Crunch’d by Crunchmaster: Kids compete to see who can make the best crunchuterie with our not-so-secret-ingredient: delicious, crunchy, gluten-free Crunchmaster Crackers! Whose crunchuterie will win? 4. Language: en 5. Views: 2804688 6. Likes: 28 7. Comments: 15LifestyleThe Crunchmaster campaign, launched by Humanaut in October 2022, positions the brand as the definitive authority on crunch, emphasizing that its gluten-free crackers elevate snack time through their distinctive texture. The campaign centers around a fictional game show, "Crunch’d," where children compete by creating inventive snacks—termed "crunchuterie"—using Crunchmaster crackers alongside various ingredients. This format not only highlights the product’s versatility but also reinforces that the hallmark crunch of Crunchmaster crackers is the essential element in any snack creation. Strategically, the campaign leverages the popularity of competitive cooking shows and the growing consumer interest in interactive, family-oriented food experiences. By focusing on children as the central participants, the campaign taps into parental desires for engaging, healthy, and fun snack options that inspire creativity. The choice to emphasize the crackers’ gluten-free attribute aligns with increasing market demand for healthier, dietary-conscious products. The creative approach—blending lifestyle entertainment with product utility—engages viewers by framing Crunchmaster as both a nutritious and playful snack choice. This approach aims to differentiate Crunchmaster in the crowded cracker category by spotlighting the sensory experience of crunch as a core brand promise, while simultaneously making the product relevant through relatable, family-focused content.FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign is best categorized as a Parody or Borrowed Format because it explicitly adopts the structure of popular cooking competition game shows, setting the ads within a fictional show called “Crunch’d” where kids compete to make creative “crunchuterie” dishes. The use of the game show device is a clear and direct parody/borrowed narrative form, designed for instant audience recognition. The creative does not primarily rely on storytelling or testimonial, but rather leverages the familiar conventions and excitement of cooking competitions to prove product superiority, while positioning Crunchmaster crackers as the essential ingredient in all the creations. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques1. Blue Diamond Almonds – Market Positioning Blue Diamond Almonds positions itself as a health-conscious snack leader, emphasizing high-protein, nutrient-rich almond snacks that are convenient and versatile. Their branding focuses on superior taste, quality, and innovation in nut-based snacks, appealing to consumers seeking wholesome, on-the-go options with natural ingredients. 2. Mary’s Gone Crackers – Market Positioning Mary’s Gone Crackers differentiates itself as a purveyor of organic, gluten-free, and non-GMO crackers made from whole grains and seeds. They target clean-eating, health-focused consumers looking for natural, allergen-friendly snacks that combine nutrition with artisanal flavor and texture. 3. Simple Mills – Market Positioning Simple Mills markets itself as a premium brand offering grain-free, gluten-free crackers made with simple, recognizable ingredients. Their strategic angle revolves around clean-label transparency, paleo and keto friendliness, and delivering indulgent taste without artificial additives. 4. Glutino – Market Positioning Glutino positions as a trusted, affordable gluten-free snack brand focused on delivering accessible, tasty, and safe options for people with gluten sensitivities and celiac disease. They emphasize gluten-free certification and consistent quality across a wide range of products. 5. Late July Snacks – Market Positioning Late July Snacks promotes organic, non-GMO, and flavorful cracker and chip snacks made with wholesome ingredients. Their brand identity is rooted in sustainable sourcing, bold natural flavors, and a commitment to environmental responsibility, appealing to eco-conscious, health-aware consumers.Crunch’d, 2022, United States, Food & Drink, lifestyle, Crunchmaster, Crunchmaster Crackers, gluten-free, snack time, game show, cooking competition, culinary creativity, crunch, tight crunch, snack foods, food industry, advertising campaign, Humanaut, David Littlejohn, Dan Jacobs, Steven Preisman, Emily DeMario, Nathan Dills, Kat Aberle, Travis Hitchcock, Jes Shipley, Dani Harrison, Zach Plating, Tarrisha Hicks, Ben Gortmaker, Tommy Wilson, Rachel Bohanon, Alvaro Donado, Chris Stiles, Anna Roncskevitz, Samuel Ibach, Paul Merchant, Kyler Potter, Jeri Eduave, Annie Huntington, Danny Cooper
Brand: Crunchmaster
Agency: Humanaut
Country: United States
Year: 2022





