Utz Quality Foods

Redefining brand voice in CPG marketing

The background

The pride of Hanover, PA., and a hometown favorite brand known for its salty pretzels, crispy potato chips and, of course, its barrels of cheese balls, Utz needed a way to stand out with a relatable message that could cut through the noise generated by its much larger and louder competitors.

  • Media Strategy and Planning
  • Media Buying
  • Programmatic
  • Paid Social Media
  • Influencer Marketing
  • Art Direction
  • Copywriting
  • Brand Positioning
  • Connections Planning
  • Social Media Strategy and Management
  • Media Relations
  • Social Listening Research

Insights
Winning the hearts of the fans

In an integrated marketing campaign, we brought the brand’s longtime symbol – the Little Utz Girl – to life and shared her story through animation. Themes of innocent adventure and sharing strongly resonated with the target consumer for Utz advertising. In addition to digital and social ads, Utz reached millions of hungry baseball fans both in-stadium and on the air throughout the 2019 MLB season.

An adventure worth taking
Little Utz Girl

Overall, the updated Little Utz Girl spurred a 54% increase in organic consumer conversation. Our highly efficient digital media plan delivered performance well above benchmarks, with click-through rates three times the average and video completion rates 10% above standard.

Contact

Our thinkers, doers and dreamers would love nothing better than to go to work on your most profound marketing challenges. Bring us the problem, and we’ll become part of the solution. Deal?