planet snak

To boldly snak :30 sec TV + cinema (1999) / Canada

case study

An umbrella property was conceived to support Kraft’s stable of kid-directed brands. Three characters (Captain Baker, Doh! and Steve the Robot), interacting across a range of storylines, were developed to address the range of development stages of kids 6-13 years of age.

Planet Snak was launched with a seamlessly multi-tentacled campaign, including advertising (TV, print, cinema, outdoor/posters), a PR event + campaign (featuring Buzz Aldrin) and a YTV media partnership. The launch achieved 29%+ growth on the primary featured brands and almost 10% growth on the remaining brands in the portfolio in its first 6 months VPY.

view launch ad

With its potential demonstrated, Planet Snak was afforded a bigger production budget in subsequent years. The evolving campaign brought to life the strategic vision of the initial launch— although I must acknowledge, I was absent from its further development. 

Here is a selection of work from later in the campaign (3D animation by Guru Studios, Toronto):   1   .   2   .   3   .   4      

creative team

J. Nanni, L. Ioannou

account management + strategy

T. Chong, J. Ramlochan


P. Portsmouth


C. Gammage

animation studio

Cuppa' Coffee Animation


Kraft Canada


Harrod & Mirlin / FCB Toronto

Using Format