Must Have Wheat Thins in Super Bowl

Wheat Thins snack has announced the launch of its new “Must. Have. Wheat Thins.” campaign with a new television ad debuting in the Super Bowl pre-game.

The television spot, which airs between 5:30 p.m. EST and the start of the 6 p.m. broadcast on Sunday, Feb. 3, was inspired by Wheat Thins’ fans.

It depicts the relationship they have with the brand by showcasing a man so passionate about his Spicy Buffalo Wheat Thins he’ll do nearly anything to protect them from even the most unexpected intruders—even a yeti.

“We talked to some of our most enthusiastic fans and were pleased to hear about the deep connection they have with the Wheat Thins brand,” said Katie Williams, senior marketing director at Mondelez International.

“The goal of this campaign is to celebrate those who already love us, entice others to discover that love and reward our consumers’ passion for the brand in meaningful ways.”

[ Also Read: Biscuits that Promise to Combat Obesity ]

In addition to the new ad, Wheat Thins will support the new “Must. Have. Wheat Thins.” campaign with a social media promotion in the weeks leading up to the big game, one of the biggest snacking occasions of the year.

The second ad in the “Must. Have. Wheat Thins.” campaign will feature a particularly frustrated fan unable to eat Wheat Thins — in this case, a puppet.

Both ads were produced by creative agency BEING. Ideas and innovation agency AKQA developed the digital experience.

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Rakesh Raman