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We’re super-excited to chat up the gurus at Cutwater and Harvest Snaps about a new music-driven TikTok branded effect called “Snap Sounds”.
- Greetings and salutations! Before we dive down the Q&A rabbit hole, how has 2022 been treating the fine folks at Cutwater and Harvest Snaps?
Cutwater Founder and CCO Chuck McBride: 2022 has been an amazing period of growth. Specifically, a string of talent appointments and promotions, new business wins, as well as campaign launches. As we speak today, we were also named the digital creative agency of record for Harvest Snaps, which came on the heels of their rebrand.
Calbee America, Inc. Head of Marketing Sandra Payer: 2022 has been an exciting year for Harvest Snaps. In addition to our new partnership with Cutwater, we gave our lineup of baked veggie snacks a fresh and modern redesign and are continuing to innovate the snack category with new, better-for-you products.
- Let’s get this party started with a question a lot of readers might have right now, namely: What exactly is “Snap Sounds”?
Cutwater Founder and CCO Chuck McBride: “Snap Sounds” is a musical branded effect on TikTok. We chose this specific feature because branded effects are still relatively new to the platform, and it gave us a test ground for creativity and innovation. It also marks Harvest Snaps’ debut into the platform.
Calbee America, Inc. Head of Marketing Sandra Payer: Named after Harvest Snaps’ fun-to-eat, snappy products, “Snap Sounds” invites audiences to create their own snacking-inspired music via head movements. Each motion triggers one of six beats, many of which are sounds pulled directly from Harvest Snaps’ packaging and products. What’s really cool is that these beats are ownable sounds specific to Harvest Snaps, such as the memorable crunch that happens when you eat the snack. Users can jam by themselves and with friends, creating vocals, instruments, even dance choreography.
- Cutwater and Harvest Snaps are riding side-by-side with TikTok on getting out to the public at large. What does TikTok offer that can’t be found anywhere else?
Calbee America, Inc. Head of Marketing Sandra Payer: TikTok is a creative platform that is highly relevant to the younger generation, an audience we’re targeting with our marketing efforts. Gen Z loves to snack, and we also found that 69% of them watch what they eat and drink, according to Numerator 2022, making Harvest Snaps’ better-for-you, fun-to-eat snacks a great fit with this group. Interactive campaigns on TikTok are an effective way to reach and engage with this community.
- How can audiences who are interested in trying out “Snap Sounds” access it through TikTok properly?
Calbee America, Inc. Head of Marketing Sandra Payer: “Snap Sounds” can be accessed as a sound effect directly through TikTok (@harvestsnaps_official) or by scanning the QR code on Harvest Snaps’ newly launched Mixed Snack Pack, which we introduced just in time for back-to-school snacking. It’s sold at Sprouts Farmers Market locations and direct-to-consumers on HarvestSnaps.com.
- Harvest Snaps is the title-bearer of note for plant-based snack nirvana Calbee America, Inc. What exciting projects, especially on TikTok, can audiences look forward to seeing from Harvest Snaps in the future?
Calbee America, Inc. Head of Marketing Sandra Payer: Harvest Snaps pioneered plant-based snacking, and we’re bringing this cutting-edge mindset into developing marketing activations that haven’t been seen before. On TikTok, we’re on the lookout for exciting new technologies that feel native to the platform, while also providing us the means to represent the Harvest Snaps brand in a balanced way. Stay tuned, we’re just getting started!
- Is “Snap Sounds” something that might not have been as feasible in the years prior to TikTok?
Cutwater Founder and CCO Chuck McBride: Probably so, but of all the social media platforms, only TikTok had the reach and capabilities to pull it off. Thanks to the ongoing boom in QR codes, “Snap Sounds” and other ideas like it in the future are infinitely more doable.
Calbee America, Inc. Head of Marketing Sandra Payer: “Snaps Sounds” utilizes face recognition to create a beat, and this new technology would not have been feasible before TikTok. In addition, the act of creating beats fits perfectly within TikTok since it started as a music platform.
- Who are “Snap Sounds” and Harvest Snaps in general directly aimed at?
Cutwater Founder and CCO Chuck McBride: From a communications standpoint, Gen Z snack lovers were our primary audience. ”Snap Sounds” is geared toward their playful nature with technology. The Mixed Snack Pack was also perfect for product U.S. college students starting the fall semester.
Calbee America, Inc. Head of Marketing Sandra Payer: “Snap Sounds” is aimed at increasing brand awareness and household penetration among the younger generation, but Harvest Snaps can be enjoyed by anyone looking to snack without compromise and enjoy a truly tasty, veggie-first snack.
- Going forward, what does Cutwater hope to bring to the table in regards to future innovations and projects for Harvest Snaps?
Cutwater Founder and CCO Chuck McBride: We have only begun to scratch the surface. Harvest Snaps’ is a very distinctive brand in a category known for valueless food. Taste will always be our focus, but the fact that you can scarf a bag and get some plant based nutrition is pretty cool. Magic you might say. Calbee, their parent company, is one of the largest and most respected snack leaders in the world and offers a ton of support. Our team can’t wait to have more fun across the digital and social landscape. Upcoming campaigns and initiatives are slated and being developed, so we will have to come back and share once they are finished.
- Can Cutwater and Harvest Snaps shine a light on some of the wunderkinds who helped bring Snap Sounds to life?
Client: Harvest Snaps
Head of Marketing: Sandra Payer
Senior Marketing Manager: Maiko Shimano
Brand Manager: Olivia Langenberg
Brand Manager: Karina Soeganda
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
President: Christian Hughes
Group Creative Director: Adam Vohlídka
Creative Director: Scott Padden
Senior Art Director: Danny Murphy
Art Director: Lexi Lanzi
Copywriter: Kevin Heller
Director of Creative Strategy & Head of Social: Viktor Torbjornsen
Social Media Marketing Manager: Juliana Rios
Director of Content and Production: Brian Cooper
Head of Media: Lizzy Ryan
Associate Director: Maggie McKay
Assistant Media Planner: Gavin Faucette
Group Account Director: Courtney Griffin
Account Director: Grace Fiset
Account Executive: Marc Cruz
Project Manager: Ana Elejalde
- How do Cutwater and Harvest Snaps intend to spread the word about Snap Sounds as well as Harvest Snaps’ new TikTok channel?
Cutwater Founder and CCO Chuck McBride: Our media strategy includes a buy across social channels along with influencer partnerships (such as @veryveryvinny, @stavemusicofficial, @andy_morris, and more). As an extra treat, the paid support will run in tandem with a nationwide college sampling events program for the Mixed Snack Pack. These will feature limited-time coupons for all Harvest Snaps items at a wide range of major retailers carrying the product lineup.
- Will “Snap Sounds” be exclusive to TikTok, or can audiences expect to see it pop up elsewhere?
Cutwater Founder and CCO Chuck McBride: Although the “Snap Sounds” branded effect will be exclusive to TikTok, the influencer posts will be reshared across the Facebook, Instagram, Twitter, and YouTube channels of both the influencers themselves and Harvest Snaps. Who knows, perhaps the beats, which created a sonic identity through actual Harvest Snaps sounds, may appear in the brand’s future activations?
- Any final thoughts on “Snap Sounds” as well as Harvest Snaps in general?
Cutwater Founder and CCO Chuck McBride: I really hope snack, music, and TikTok audiences give both Harvest Snaps products and “Snap Sounds” a try. For the latter, the beats with the most flair and likes have the chance to be spotlighted within Harvest Snaps’ official feed.
“Snap Sounds” | @veryveryvinny
https://www.youtube.com/watch?v=L9F5C00bGls
“Snap Sounds” | @stavemusicofficial
https://www.youtube.com/watch?v=jol9INejElE
“Snap Sounds” | @andy_morris
https://www.youtube.com/watch?v=7t7fIREvW3M
“Snap Sounds” TikTok Branded Effect URL:
