Wheat Thins Celebrates Passionate Fans With Launch Of "Must. Have. Wheat Thins."

Kicks Off New Campaign Around Pro Football's Ultimate Snacking Occasion

Jan 25, 2013, 17:44 ET from Mondelez International

EAST HANOVER, N.J., Jan. 25, 2013 /PRNewswire/ -- Wheat Thins, the snack known for its complex taste and satisfying crunch, today announced the launch of its new "Must. Have. Wheat Thins." campaign with a new television ad debuting in the Super Bowl pre-game.  The television spot, which airs between 5:30 p.m. EST and the start of the 6 p.m. broadcast on Sunday, Feb. 3, was inspired by Wheat Thins' most passionate fans and depicts the intense relationship they have with the brand by showcasing a man so passionate about his Spicy Buffalo Wheat Thins he'll do nearly anything to protect them from even the most unexpected intruders - even a yeti!  

To view the multimedia assets associated with this release, please click:  http://www.multivu.com/mnr/60165-must-have-wheat-thins

(Photo:  http://photos.prnewswire.com/prnh/20130125/MM47980)

"We talked to some of our most enthusiastic fans and were pleased to hear about the deep connection they have with the Wheat Thins brand," said Katie Williams, Senior Marketing Director at Mondelez International.  "The goal of this campaign is to celebrate those who already love us, entice others to discover that love and reward our consumers' passion for the brand in meaningful ways." 

In addition to the new ad, Wheat Thins will support the new "Must. Have. Wheat Thins." campaign with a social media promotion in the weeks leading up to the big game, one of the biggest snacking occasions of the year.  Wheat Thins understands that many fans are just as devoted to football as they are their favorite snack, and to ensure its most passionate fans never run out of their all-important game time snacks, is challenging consumers across the country to determine whether San Francisco's or Baltimore's fans deserve free Wheat Thins.  Fans can share their love for one of the two cities by voting on Twitter and Instagram with #SF #MUSTHAVEWHEATTHINS or #BAL #MUSTHAVEWHEATTHINS. In the winning city with the most social 'noise,' or votes, Wheat Thins will be making snack runs on Feb. 3, delivering free products so fans can enjoy their favorite snacks without missing a single play.  For complete rules, please visit www.musthavewheatthins.com.  

The second ad in the "Must. Have. Wheat Thins." campaign will feature a particularly frustrated fan unable to eat Wheat Thins – in this case, a puppet!  

Both ads were produced by creative agency BEING. Ideas and innovation agency AKQA developed the digital experience. Look for future developments in the "Must. Have. Wheat Thins." campaign on YouTube at http://www.youtube.com/wheatthins, on Facebook at www.facebook.com/wheatthins or on twitter @wheatthins.

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages.  The company comprises the global snacking and food brands of the former Kraft Foods Inc. following the spin-off of its North American grocery operations in Oct. 2012.  Mondelez International's portfolio includes several billion-dollar brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gums. Mondelez International has annual revenue of approximately $36 billion and operations in more than 80 countries.  Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.


BEING is a network of Brand Behavior experts. Founded in Paris by Bruno Tallent in 2010, BEING leverages the power of multidisciplinary thinking, assembling brand consultants, designers, advertisers, shopper marketers & web experts, all working together, to give brands their way of being. BEING has offices in Paris, Lille, Lyon, New York, Los Angeles, Doha, Shanghai and Seoul.

BEING is part of the TBWA Worldwide (www.tbwa.com) network. TBWA creates Disruptive Ideas expressed through Media Arts for global clients. TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by Advertising Age in 2010 as the "Best International Network of the Decade." The TBWA network has 274 offices in 100 countries and over 11,000 employees worldwide.

TBWA is part of Omnicom Group Inc. (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About AKQA

AKQA is an ideas and innovation company. We collaborate with forward-thinking companies to create the future. www.akqa.com.


Kim Fontes, Mondelez International

Marisa Picker, Edelman






SOURCE Mondelez International