Wise Foods named Kastner & Partners as its lead creative agency, tasked with “reenergizing” the 96-year-old snack brand with new creative aimed at a younger audience.
Going forward, the agency will handle partners and sponsorships, content creation, branded experience and events, in addition to traditional creative. Its first assignment will focus on promoting Wise’s Food Truck Favorites line of chips and Cheez Doodles, with a focus on developing sponsorships and brand activations that appeal to a younger audience.
“As we began our search for a new lead agency, it was essential that we find a partner with excellent experience and creative skills, but we also wanted a partner that felt as much passion for our brands and their potential as we felt,” Wise CMO Jeremy Bjork said in a statement. The excitement and energy level from the entire Kastner & Partners team has been palpable since our very first conversation about our businesses.”
“Out of all the food groups – snacks are the most fun!” added Kastner & Partners CCO Brandon Rochon. “Kastner & Partners realizes that snacks are bite-sized pieces of, not only food, but memories, experiences, excitement and culture, that evoke conversation. Wise has been, and is, leading that conversation. They’re the brand that feels like home… and we want to throw a house party.”
According to Kantar Media, Wise Foods spent around $125,000 on measured media in 2015 and $360,000 in the first nine months of 2016.