Pizza on a bagel – the best of both worlds or? Bagel Bites thinks so. If your product invites debate, run with it. If it doesn’t, make it – especially in the snack category where wild ideas and wacky humour win fans (and deflect allure from the competition – health snacks).
Kraft-Heinz brand, Bagel Bites, has created its first major ad campaign since the 2000s. Agency, Johannes Leonardo has had a stellar go at whooshing it back to the top of people’s attention with a collection of addictive debates housed in a campaign called, Pizza on a Bagel – We Can All Agree With That.
The agency certainly did its due diligence to make sure its debates were authentic. It spoke to locals across the US and delved into the online chatter on YouTube and Reddit to come up with a list of more than sixty.
The agency added an appealing animated presentation to its shortlist and a series of 15-second commercials was made.
The series is running on TV and OLV in the US. The full campaign includes social to prompt conversations on social media (Facebook, Twitter, Reddit, Snapchat), film, OOH and pre-roll that will continue until December.