Saved by the Snack

Launch Activation / Experiential / Social / PR

During my freelance stint with PR powerhouse, Edelman (and its sister agency, Krispr), Keebler was planning to launch an innovative new product: hummus that required no refrigeration. Shelf-stable hummus?? Talk about a game-changer.

An abrupt left turn by the client led to a rescue mission for Town House. The current activation concepts (developed before my tenure) were no longer viable, and we needed to come up with something different.

Armed with the strategic insight that 3:14pm is the time when most people are getting hungry for a snack, the program name came to me: Saved by the Snack.

Then, Edelman’s ability to amplify our message with celebrity star power made it immediately apparent that we needed a Saved by the Bell cast member to run this show. It just so happens that Tiffani Thiessen (who was my absolute childhood crush as Kelly Kapowski) had become a well-respected food blogger with her own show on The Cooking Channel. A perfect match.

The result was a disruptively fun event where we rolled up on unsuspecting New Yorkers with Town House Crackers + Hummus to help them from going hangry.

SIDENOTE: I did not get to meet Tiffani and—to this day—I am devastated by that fact.