Weber Shandwick Casts an Array of Fruit in Mondelēz ‘Sitcom’

New campaign to highlight the client's partnership with Feeding America.

Don’t ever say that big-name firms can’t do multimedia just like their ad agency counterparts.

Here, via Weber Shandwick, is a “sitcom” created to promote client Mondelēz International’s Newtons brand, perhaps best known for its “fig” variety.

The project serves a dual purpose: to remind Americans that newtons aren’t just for figs anymore (though they are still “fruit and cake”) and to call attention to the client’s hunger initiative, created with Feeding America, that aims to distribute fruit to needy Americans.

Here’s the first episode of “Now We’re Newtons,” created by Weber and branded entertainment shop Pet Gorilla:

In the follow-up “The Kickoff,” we hear a bit more about those figs:

“The Jam,” the third installment in the series, examines what happens when fruits collide in the workplace.

The two conclusions we draw from this series: remember that figs are fruits, too–and avoid guys named Asher.

Jim Paul, executive creative director at Weber Shandwick, elaborates on the project:

“Mondelēz International’s Newtons brand (formerly Fig Newtons) came to Weber Shandwick with a straightforward ask: Drive awareness of the brand’s new ‘A Lot of Fruit to Give’ in-store partnership with Feeding America.

But we took a step back and asked ourselves: what’s the brand’s most strategic storytelling opportunity to infuse new life into a more-than-a-century old biscuit brand and consequently, encourage participation in this charitable program?

Enter Now We’re Newtons, an episodic, irreverent social sitcom that tells the fruit-centric story of a company in transition from being run by figs to not just figs anymore.

Overall, the goals for the project were to promote the brand’s partnership with Feeding America, the largest nongovernmental hunger relief organization in the United States, to make Newtons relevant to younger audiences entering the biscuit category as well as brand loyalists and to broaden awareness of all varieties of Newtons including Fig, Strawberry, Triple Berry and Baked Apple and Cinnamon.”

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