Nut and health food brand Grizly is extending its communication from the e-commerce environment to ATL with the new brand campaign "Everyone can have a Grizly".
The new campaign, with strategy from agency Darwin & the Machines, is designed to build Grizly as a brand of affordable premium products. It builds on the brand's long-standing brand-building codes, which include a new mascot - a life-size orange Grizly bear - along with the song Brum Chrum will accompany other campaigns. The consistent communication is intended to increase the effectiveness of media spend over the long term.
"Our ambition is to clearly communicate that everyone can afford healthy food thanks to Grizly," says Petr Miklík, the brand's marketing director, about the new campaign. Michal Pastier, creative director of Darwin & the Machines agency, adds: "The idea of 'everyone can have a Grizly' is simple and makes it easier to communicate further due to its clarity and openness to different fun situations."
The concept was developed over the last year and the brand will gradually implement it across all channels this year, including packaging, which is now being developed by agency GoBigname. The aforementioned song Brum Chrum is by Slovak rapper Viktor Hazard. The song is becoming an important sonic branding for the brand, which will continue to find its use in both online formats and radio.
The spot also stars influencer Mama Domisha, who has collaborated with Grizly on her own successful line of healthy products. They are not absent from the commercial either. The production was done by Darq studio under the direction of director David Chvátal. The campaign will reach customers on TV, print, OOH, radio and digital in the Czech and Slovak Republics.
Source: mam.cz
