Mr. Riley

‘Potato Straws’ Campaign

Stepping into the world of Mr. Riley’s Snacks, we embarked on an exhilarating journey, unleashing the Gen Z Snack Revolution. Embracing the mantra ‘Creativity is intelligence having fun,’ we introduced two delectable flavours: Mr. Riley Potato Straws, Sour Cream and Onion, and Cheese and Sour Cream!
Our aim was to have snack enthusiasts savouring every bite, pondering why these hadn’t been discovered sooner.
As a creative agency with a 30-year legacy, we pride ourselves on creating engaging campaigns that resonate with audiences while having fun in the process. Our journey with Mr. Riley’s Snacks marked yet another milestone in our journey of continuous innovation.
The evolution of Mr. Riley’s Snacks has been a testament to its 40-year journey as a leading locally produced snack brand, growing as the ultimate snack companion. However, we never stop innovating. Building on the success of the Mr. Riley French Fries campaign, we launched a specialised campaign, tailored to resonate with the Gen Z audience in Malta. We also paid homage to trendy Maltese expressions like ‘Tal-Genn’ and ‘Vera Faqa,’ ensuring the Maltese connection to the brand remained robust.
From the design of new packaging to the exhilarating OOH campaign, we redefined snacking, continuing to ‘Unleash the Gen Z Snack Revolution’. We can really say the artworks designed where ‘ a straight fire sensation’ as much as the Mr. Riley Potato Straws, Sour Cream and Onion, and Cheese and Sour Cream!
Our Gen Z-inspired headlines like ‘a new Boujee Snack’ and ‘a new bussin’ flavour’ piqued curiosity and resonated across generations. We bridged the generation gap with teenage translators, decoding trendy slang for all to enjoy! From TikTok trends to playful Pac Man animations devouring our iconic Potato Straws, we made sure Mr. Riley was in sync. Our original jingle, ‘Made with crunch by Mr. Riley,’ added an extra groove.
The response was overwhelming. Since the campaign’s launch, we achieved a satisfactory level of market penetration with the new Mr Riley Potato Straws. It was not just a campaign; it was an experience, an immersion into the vibrant world of Gen Z.
This project exemplifies our commitment to creating captivating campaigns that not only engage but also leave a lasting impact. With Mr. Riley’s Snacks, we didn’t just market a product; we crafted an experience that resonated with generations, connecting with them in ways only a creative agency can.