SNACKTIVISM
Cracker Barrel, a cheese made for sharing, had a problem. Aussies were spending longer hours than ever in the workplace, which meant less hours socialising outside of it. Something had to change!
Client
Cracker Barrel
Role
Concept, art direction
Type
Brand Activation, Campaign
Realising that work was demanding more and more of workers' time, we commissioned ‘The Facts on Snacks’ report, to share more insight into snacking patterns of Australian workplaces.
The report found that 70% of Australians think that Friday snacks enhance connections with colleagues, confirming our insight that the best thing about our jobs are the people we work with.
Armed with the evidence we needed, we set out to subversively infiltrate workplaces with 'Snacktivism', taking the most boring business clichés and turning them into worker-focused ways to demand more snack - and social - time at work. From screensavers to elevator signs to giant mobile billboards in CBDs, we turned workers everywhere into Snacktivists.
The Snacktivism movement to encourage Australian workers to step away from their desks and socialise with their colleagues over Cracker Barrel cheese was so successful that we reached our 4-week campaign goal in less than 48 hours. By recruiting an estimated 75,000 Snacktivists across Melbourne and Sydney, we helped claw back hundreds of thousands of hours of lost social time in the workplace.
