The Most Wanted Snack™
Katie Blechinger //
Copywriter (Concept + Execution)
Copywriter (Concept + Execution)
BrandBossHQ // Agency
To differentiate from the shady competitors, we created a campaign that positioned Once Again as the jar everyone’s after, and the snack you can get away with again and again. The criminally cute concept allowed us to give the brand's existing raccoon mascot a meaningful, memorable story. This little thief who's always on the prowl to steal another spoonful drives our messaging, coming to life through playful language, quirky illustrations and a dash of mischief.
Campaign Manifesto
In a snack aisle packed with con artists,
And bars and jars of fillers and fluff
Flaunting flashy labels and false promises,
Real taste is worth the chase.
And bars and jars of fillers and fluff
Flaunting flashy labels and false promises,
Real taste is worth the chase.
Once Again is the jar everyone’s after.
Easy to love, but impossible to resist,
With a spotless record of wholesome ingredients
Proving that dangerously delicious snacks
Don’t have to come with a shady past.
Easy to love, but impossible to resist,
With a spotless record of wholesome ingredients
Proving that dangerously delicious snacks
Don’t have to come with a shady past.
It’s the mastermind behind it all, from
Quick mealtime missions to sneaky midnight snacks.
Helping you pull off healthy eating without the hassle
And make a clean escape every time.
Quick mealtime missions to sneaky midnight snacks.
Helping you pull off healthy eating without the hassle
And make a clean escape every time.
It’s the snack you can always get away with,
And it’ll be gone faster than a getaway car
So good, it’s almost criminal.
And it’ll be gone faster than a getaway car
So good, it’s almost criminal.
