Saatchi N.Y. Introduces ‘Chew Treats’ in Fiber One Mockfomerical

By Erik Oster 

Saatchi & Saatchi New York launched a new mock infomercial for Fiber One, introducing “Chew Treats” as  guilt-free zero-calorie treats.

The goofy spot opens on an actress chewing on a donut-shaped Chew Treat, with the voiceover saying, “Mmm…rubber.” Chew Treats are presented as “the perfect product to fight your instincts,” since you can’t have a sweet snack whenever you want one. The product allows you to “Enjoy all the jaw movement of eating, without all the annoying calories.” It goes on to mock infomercial cliches like whispering the name of the product, an endorsement from an “enthusiast” and overacted dramatizations, ending by presenting Fiber One as the alternative to chewing on a piece of rubber. The spot ends with the tagline, “Don’t fight your instincts.”

Arriving shortly after this summer’s “Expecting,” Saatchi & Saatchi are clearly going full force into the absurdist humor direction for the brand. In addition to the spot, the campaign, which will run for a month, also includes digital, social, display and PR initiatives. Fiber One claims they really did make Chew Treats available at, but they appear to currently be out of stock.


Client: Fiber One
Project: Chew Treats
Agency: Saatchi & Saatchi NY
Chief Creative Officer: Jay Benjamin
Global Creative Director: Luca Lorenzini
Global Creative Director: Luca Pannese
Creative Director: James Tucker
Associate Creative Director: Paul Spelman
Senior Copywriter: Rees Steel
Senior Art Director: Lisandro Ancewicz
Head of Content Production: John Doris
VP, Executive Producer: Bruce Andreini
Producer: Tina Lam
Business Manager: Christina Mattson
Production Company: argentinacine
Director: Augusto Gimenez Zapiola
Co-Director: Hernan Corera
Executive Producer: Nano Tidone
Producers: Lorena Habichayn, Natali Sussman
Director of Photography: Julian Ledesma
Editing Company: Cosmo Street Editorial, NY
Editor: Aaron Langley
Assistant Editor: Zoe Mougin
Executive Producer: Maura Woodward
Producer: Valerie Sachs
Online/VFX: SwitchFX
Mixers: Adam Charity and Brett Fuchs