By The Denver Egotist / /
This month, Daiya Foods, Inc. breaks its new tagline, “The comfort food that loves you back,” via an amorous spokesbox of Cheezy Mac. The in-store, social, mobile and print campaign by TDA_Boulder is Daiya’s largest-ever and also its broadest-ever — targeting all comfort food seekers and not just the dairy-averse.
Over 500 boxes of Cheezy Mac have been fitted with a button-activated speaker that spouts love lines. Similar motion-sensitive shelf-talkers (literally) will hit on nearby supermarket shoppers.
The signature advertising is a :36 pre-roll video that will run on Hulu. Additional video and banner advertising will run there and on Pinterest, Instagram and Facebook, all custom targeted to those in need of comfort, such as fans of recently defeated sports teams or new empty-nesters whose kids go off to college. Sad sacks on Facebook can enter their tale of woe for a chance at a talking Cheezy Mac of their own (30 winning losers each week).
ECD: Jonathan Schoenberg
CDs: Alex Rice, Jeremy Seibold
AD: Sayako Minami
CW: Brian Mulligan
Integrated Producer: Kate Osborne
Strategist: Natasha Berwick
Account Director: Paul Siegel
Prod. Co./Post: Greenpoint Pictures, Brooklyn, N.Y.
Director: Micah Pertah
Producer: Willa Goldfeder
Post Producer: Katelyn Sudluck
Executive Producers: Tatiana Rudzinski, Jordana Freydberg
Post: Ming Studios, Boulder
Animator: Bryce Harvey