Mcgarrybowen Chicago's latest campaign for Triscuit, called "Makers of More," celebrates the brand's roots, and the simplicity of its recipe (wheat, oil and salt), by presenting the stories of five modern-day food entrepreneurs.
The folksy foodies at McClure's Pickles, the Jam Stand, Olympia Provisions (they make sausages, mostly), the Savannah Bee Company (honey) and Wondermade (marshmallows) headline a series of online videos, TV spots, print ads and social-media posts. Each company shares its ingredients for success, and creates no-frills, tasty treats using the iconic cracker as a foundation.
The work "is about sharing our heritage" and linking the classic brand, which dates back some 115 years, to present-day maker culture, Kristin Newitter, senior brand manager for Triscuit at Mondelez International, tells Adweek.
"We have a fantastic product and wanted to unlock a new way for people to use it by repositioning Triscuit as a canvas that inspires food makers every day," adds Michael Straznickas, executive creative director at mcgarrybowen.
There's an appealingly laid-back vibe that seems especially on brand. One of the McClures, describing how his family makes its spicy pickles, pretty much sums up the approach when he says: "It's really simple. It's nothing complex."
Indeed, for these makers, and Triscuit, less is more, and that helps keep them on top.
Client: Mondelēz International (Triscuit)
Agency: mcgarrybowen, Chicago
Account Managing Director: Lindsey Clark
Account Director: Amanda Janak
Assistant Account Executive: Annabelle Reynolds
Executive Creative Director: Dave Reger, Michael Straznickas
Associate Creative Director (Copy): Rob Neveau
Associate Creative Director (Art): Ryan Carter
Executive Planning Director: Shawna Ross
Digital Strategist: Kevin Kovanich