McCann New York, London Kaye Craft ‘Ugly Sweaters For Your Snacks’

By Erik Oster 

Ugly sweaters are decidedly in this holiday season. Brooklyn-based crochet artist London Kaye, whose work on TBWA’s “Ugly Holiday Sweater Billboard” for Miller Lite, also worked with McCann New York on “Ugly Sweaters For Your Snacks” for General Mills’ Chex brand, promoting the different varieties of Chex Party Mix you can possibly make with the cereal. 

Kaye met up with a knitting group from New Jersey, who knew they were going to be involved with some kind of crocheting project, but no other details. Each member then chose their favorite Chex Party Mix recipe and created a crocheted bowl cover inspired by the recipe and the holiday “ugly sweater” phenomenon. The results, as seen in the video above, were impressive and the ladies seemed to really enjoy being part of the project, which accounts for a good deal of the spot’s charm. As one of the woman put it, “I’m up for unusual activities, all the time.” Whether or not you’re behind the seemingly unavoidable “ugly sweater” trend, it’s hard to not find the ladies in “Ugly Sweaters For Your Snacks” endearing.

Integrated Producer: (Senior) Deb Archambault
Executive Creative Director: James Dawson-Hollis, Bill Wright
Creative Agency: McCann
Copywriter: Lex Singer
Business Manager: Brent Larson
Associate Creative Director: Jared Isle
Art Director: Coleman Davis
Account Management: Amber Greenwalt, Britta Larson, Ben Blaska

Production Company: Craft
Producer: Liz Snyder
Director: Sebastian Savino, Larry Kapit


Music Production: APM & Score A Score
Audio Post Production: Gerard McConville

Editor: Nathan Troester

Talent Acquisition: Christie Wenzel