LOS ANGELES, May 21, 2018 (GLOBE NEWSWIRE) -- LA-based creative agency, Kastner & Partners, known for its work as agency of record of Red Bull, today launched Wise Food’s new digital brand campaign for Cheez Doodles called, The Doodle Method. Wise began working with Kastner & Partners in February 2017 in an effort to do something unexpected and shake things up in the snack food industry.
As a 97-year old brand, Wise has the advantage of a tremendously loyal fan base. With its popular Cheez Doodles line of products, the heritage brand will bring the genuine cheese snack that kids love and adults never outgrow to the next generation of consumers.
The Doodle Method is created by Kastner & Partners and produced by Jash, a division of Group Nine Studios. The campaign is an original scripted digital series that follows a quirky life coach, Lindsay Conner, in her passionate quest to help people solve their everyday problems through Cheez-Doodle-based techniques (and garner personal fame in the process). Between each of the series’ six episodes, Lindsay provides further commentary through her lovable yet odd vlog posts. Released in its entirety, the complete body of work has media support from Thrillist driving viewers to The Doodle Method Facebook page for some serious binge watching.
“The Cheez Doodles brand has a core strategy to better engage younger consumers and we partnered with Kastner precisely to deliver breakthrough ideas to help us achieve this goal. We certainly were not expecting The Doodle Method when it was first pitched to us, but after the pitch, we just knew we had to do it!” said Jeremy Bjork, Chief Marketing Officer at Wise Foods, Inc., the parent company of the Cheez Doodles brand. “To reach a younger audience and show how Cheez Doodles embodies a ‘live young’ mentality, the creative, off-beat, seemingly unbranded content is exactly what we needed for an audience that is tired of traditional advertising.”
Kastner & Partners’ brought Alex Buono on board to direct The Doodle Method, with actress, Stephanie Hunt playing Lindsay Conner, and supportive roles from comedians, Kiran Deol and Chris Witaske.
“It’s so refreshing to have a brave partner like Wise Foods see the potential in an idea like this and allow us to build a campaign in which the product helps sell the story and not the other way around. At Kastner & Partners, that’s the way we see branding. We tell authentic, relatable stories that entertain your audience—they’ll thank you for it and then invite you into their lives without having to force your way in,” said Brandon Rochon, CCO of Kastner & Partners. “The Doodle Method campaign is a simple premise with over a half-hour of content that never feels like an ad… it’s FUN to watch! And, that makes all the difference.”
To watch The Doodle Method follow The Doodle Method Facebook page and to stay connected with Lindsay Conner follow The Doodle Method on Instagram.
About Kastner & Partners:
On paper, Kastner & Partners (K&P) is a full-service, independent, global ad agency with offices in LA, Milan, Budapest, Madrid, London and Frankfurt. At heart, K&P is a group of individuals who don’t abide by the status quo. Creative misfits who put their storytelling powers to use in creating culture every day. Among many high-profile clients, the agency co-created one of the most iconic brands of the 21st century, expanding Red Bull from an energy beverage company to a global media company with a relationship that’s spanned 30 years.
About Wise Foods:
Wise Foods, Inc. is a wholly owned subsidiary of Arca Continental, one of Coca Cola’s top bottling partners in the world. Wise was founded by Earl Wise, Sr. in 1921 in Berwick, Pennsylvania and the company manufactures and markets a wide variety of great tasting snack chips, including potato chips, cheese puffs & curls, ready-to-eat popcorn, tortilla chips, corn chips and many more. Wise has manufacturing locations in Berwick, PA as well as Ft. Worth, TX, with a business office and innovation center in Atlanta, GA. Wise products are distributed nationally via grocery, mass merch, club stores, convenience stores, dollar stores and drug stores to name a few channels. Wise Foods markets under the Wise and Sí Señor brand names. For additional information about Wise or to check out all of the great new products that Wise recently introduced, please visit www.wisesnacks.com or call 1-800-GET-WISE.
About Group Nine Media:
Group Nine Media is one of the world's largest digital-first media companies and the #1 publisher on Facebook Watch, boasting over 5 billion monthly video views [source: Crowd platform specific analytics modules] and reaching 81% of U.S. adults in their 20s [source: Nielsen]. With over 120 million social engagements each month [source: ListenFirst Media], Group Nine's brands are built for consumption on the platforms where young people spend the majority of their time. Group Nine is home to NowThis (the no. 1 most watched social news brand in the world), The Dodo (the no. 1 animal brand on social), Thrillist (the most trusted digital brand in food, drink, travel & entertainment) and Seeker (the no. 1 most engaged science publisher in the U.S. on social). Group Nine recently acquired Emmy nominated, Cannes Lion and Sundance Film Festival award-winning production studio, JASH.
Media Contact:
Elana Weiss & Ashley Tom
The Rose Group
c/o Kastner & Partners
elana@therosegrp.com / ashley@therosegrp.com
(310) 418.2188