We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
ACCEPT Reject
Already have an account? Sign in.

 Remember Me | Forgot Your Password?
Home Manage Alerts Archive Archive About Us Register Now   Not a User? Join now

Insect-Based Snack Maker Crické Rebrands

April 14, 2021: 12:00 AM EST
The challenge that London branding agency Midday was given by Crické was two-fold: come up with a new name, market positioning, and identity – and smash an “ancient taboo” about eating insects. The new identity – Small Giants – is still about gourmet crackers made with cricket flour. But the packaging and marketing message are bolder and brighter, featuring “a loud color palette, a bold personality and an orchestra of oversized charming crickets” on the packs. Midday admits the rebrand goes "big on weirdness" and changes "yuck to yum." But the Small Giants team sees itself as powerful changemakers encouraging consumers to think again about insect snack treats. 
Katy Cowan, "Midday's new identity for Small Giants makes insect snacking more appealing", Creative Boom, April 14, 2021, © Creative Boom Ltd
Domains
FOOD BUSINESS NEWS
Market Segments
News
Brands & Marketing
Companies
Savory Snacks
Geographies
Worldwide
EMEA
Europe
United Kingdom
Categories
Brands
Communications
Companies, Organizations
Products & Brands
Home | Privacy Policy | Terms and Conditions | Contact Us Copyright © 2000-2024 Business360 Inc. All Rights Reserved
Developed by Yuri Ingultsov Software Lab.