Food, For Thought

Grab’n Snack was already a convenient, protein-packed choice, but it needed a stronger identity and a more memorable way to connect with busy, health-conscious consumers. We relaunched the Maple Leaf brand with a fresh visual system and a simple creative idea: pair everyday snack cravings with clever, health-minded thought starters.

The campaign used contextual headlines designed to catch people in the right moment, whether they were commuting, scrolling or looking for a quick pick-me-up. By blending appetite appeal with a little food for thought, the work made the brand feel both useful and engaging, while reinforcing Grab’n Snack as an easy way to add more protein to the day.

The campaign appeared across out-of-home and digital channels, generating 58.77 million impressions. That exceeded our goal by 46%, while using just 65% of the planned media budget—proving that a focused idea, smart placement and strong creative can work harder without spending more.