McCann NY Gets Loopy for Chex Mix

By Erik Oster 

McCann New York has a new campaign for Chex Mix that attempts to bring attention to the lesser-known flavor variations of General Mill’s popular snack.

The integrated broadcast and social media campaign is rolling out now on national cable and YouTube, and will soon have Tumblr and Vine components. In the 30-second TV spot (above) roommates try to one up each other with DIY combo packs. The first roommate combines cheddar and honey nut flavors, while the second makes a belt with traditional, bold, and peanut butter. A third roommate goes the extra mile, however, and has them both beat with an over-the-top setup. The spot concludes with looping GIFs of the individual flavors. The GIFs will be hosted on a new Chex Tumblr site, and feature into a Vine-based game show called “Wheel of Variety,” which will “will offer hungry social media snackers who retweet Chex Mix tweets the opportunity to spin the wheel for the chance to be introduced to a Chex Mix flavor.” Stick around for credits and a closer look at the GIF loop.



AGENCY: McCann New York:

Chief Creative Officers: Tom Murphy & Sean Bryan

Executive CD: Tom Murphy

CD/Art: Scott Higgins

CD/Copy: Chris McMurtrey

ART Director/Design Director: Ryan Quigley

Sr. Copywriter: Nick DiLallo

Director of Integrated Production: Nathy Avriam

Executive Producer: Alexis Mead

Account: Kevin Fitzgerald & Kathryn Gliniany



Director: Roderick Fenske

Director of Photography: Joost van Starrenburg



Editor: Aaron Langley

Graphic Company: Woodshop

Mix Studio: Sonic Union

Engineer: David Papa