There’s a right snack for every occasion, and snackology, the science of the perfect snack, aims to find it – this is the premise behind the Create a TOP snack campaign, created by Minio Studio in collaboration with Mondelēz (TUC, Oreo) and Macromex (Philadelphia).

The collaboration between Tuc and Philadelphia is already 3 years old. This time, they have been joined by Oreo. So developing a campaign that includes three brands from two different companies is no easy task. The communication solution came in the form of snackology, the science of the perfect snack, sweet or savoury.

From there, we identified 16 occasions when consumers would need a delicious snack, from cleaning breaks to endless online meetings, from online shopping sessions to gaming sessions. The TUC, Oreo and Philadelphia mixes were created by Chef Dexter and designed to be perfect for every moment. Photoshooting was a marathon – over 14 hours to take hundreds of mouth-watering photos, in settings specific to each eating occasion, with dozens of different ingredients. 

On the campaign’s dedicated landing page, gustaredetop.ro, Chef Dexter rated all the combinations according to 5 rigorous criteria: savoury, achievable, satiable, manageable and postable.  Also here, users were able to choose their favourite moment and view the recipe for the associated snack.

At the same time, we also developed 3 videos, representing three eating occasions and the perfect snack for them.

Gaming

Online shopping

Work from home

“The ‘Create a TOP Snack’ campaign, or Trio as we have internally dubbed it, was a complex project that relied heavily on the quality of the visual content, which we produced in just 2 days of filming and photoshooting. We had hundreds of photos used in the final materials, 4 minutes of footage and dozens of static and video declutters, and our attention to detail was over the top. I can say it was the kind of project you feel proud of and I’m very grateful for the relationship I had especially with the client team, but also with Chef Dexter and our partner agencies. Everything went very smoothly.”, Andrada Ionescu, Digital Strategist, Minio Studio.

 

The campaign was amplified through dozens of digital materials and an elaborate media mix, including Youtube, Facebook, Instagram, TikTok and in-store as key touchpoints. We also included a promotional component, giving away 60 Tefal multicookers and 180 upright mixers.

“With the ‘Create a TOP Snack’ campaign, we wanted to show that there is a right snack for every activity. With the help of the three actors of the campaign – TUC salted crackers, OREO crackers and PHILADELPHIA cream cheese and guided by Chef Dexter, anyone can make TOP combinations and create the right snack depending on what they are craving or how much time they have to spend in the kitchen. And, as in any project dear to us, the basis of TOP snacks is a TOP collaboration, a dynamic team eager to make beautiful and sustainable things, a diverse team that accepts challenges”, Ioana Pană, Senior Brand Manager Bakery Mondelez Romania.

 

“Create a TOP snack” is a success story. From the creative idea, developed “on the model” of our brands, to the execution that highlights the partnership with Macromex and Minio Studio, all the elements show the close collaboration between the teams involved in this campaign. We set out with the idea of a promising campaign, which we managed to bring to life through a new concept, snackology, appetizing content and a lively and fresh tone”, Andreea Vergelea, Junior Brand Manager Bakery Mondelez Romania.

 

“A wonderful, ambitious, innovative project that united both TOP brands, Tuc, Oreo and Philadelphia, and TOP teams from partner companies and agencies. A fruitful collaboration, a perfect communication, which brought together a real team! Starting from the basic theory of snackology, the science of the perfect snack, with the national campaign “A TOP snack” we wanted to show consumers that there is a snack suitable for any of their daily activities, but also that they can win attractive prizes. 3 of the most popular activities and related snacks: work from home, online shopping and gaming, were staged together with Chef Dexter and can be viewed on the campaign platform gustaredetop.ro”, Monica Zeciu, Senior Category Manager Dairy, Macromex.

The campaign was developed under the creative leadership of Minio Studio, which managed the strategy and all creative development of the campaign. The media component was managed by agencies Publicis, Carat and Isobar. Other agencies involved in the development of the campaign were Digital Star and Emblema Retail Solutions.

Project team:

From Minio Studio:

Ioana Mucenic – CEO

Cristiana Pană – Head of Strategy

Andrada Ionescu – Digital Strategist

George Bonea – External Copywriter

Paul Cotor – Design Consultant

Cosmina Chelariu – Copywriter

Andrei Sandu – Graphic Designer

Mihai Bălan – Art Director

Ioana Bitin – External Art Director

Gabriel Băicoianu – Account Manager

Ionuț Dumitrache – DTP

Max Amza – DTP

On behalf of Mondelēz

Andreea Vergelea – Junior Brand Manager Bakery RO

Ioana Pană – Senior Brand Manager Bakery RO

On behalf of Macromex

Monica Zeciu – Senior Category Manager Dairy