The campaign leans heavily into the tongue-in-cheek idea that life will immediately improve once fans start CRUNCHing.

Through humorous video spots featuring fictitious testimonials about the results of CRUNCHing, consumers will “be in on the joke” knowing that even though there are no scientifically proven results of CRUNCHing, fans are free to believe whatever they want to believe. Consumers can feel that the sheer act of unwrapping and eating a Crunch bar enhances life’s simple moments. CRUNCHing is everything Americans didn’t know they needed in 2020.

The campaign pokes fun at conventional advertising by creating parodies of popular trends that showcase how CRUNCHing can turn a bad or awkward situation into a better state of mind.

One of the TVC spots features a coach named “Chris P. Rice” explaining CRUNCHing, then shows CRUNCHing elevating everyday life through a softball batter who “finds perspective,” despite striking out.

Chris P. Rice then tells the audience that "CRUNCHing is the over promise we've been waiting for!"

Digital content features a climber who conquers his fear of heights with a Crunch bar, even though he’s just scaling a rock in a park. All ad spots are created, concepted and edited by creative agency Piro, with Mindshare on media and Golin managing public relations and social media.

The spots also feature a phone number consumers can call for more information about CRUNCHing. The number leads to an automated message that offers consumers advice on how to crunch, more information on the benefits of CRUNCHing, and more.

“With CRUNCHing, we wanted to return to our brand’s roots in a playful way by introducing a humorous campaign that demonstrates how everyone, everywhere, can enjoy the taste of a Crunch bar and join this new lifestyle and light-hearted state of mind by simply unwrapping and eating a Crunch bar,” said Silvia Borla, v.p. of marketing, Ferrero Chocolate Brands, which owns the Crunch brand. “Our TVC and extended digital content bring the consumer along for the ride – to be in on the joke – and encourage them to start CRUNCHing in their daily life with family and friends.”

Debuting with a 15-second TVC spot and a range of video content across the brand’s digital channels, additional 30-second and 15-second spots will go live and rotate over the next few months.

Along with the new content, Crunch will be rolling out influencer and PR activations, as well as promotional CRUNCHing starter kits beginning in December to introduce CRUNCHing as a lifestyle trend in 2020 and beyond. The kits include everything fans need to start their journey of CRUNCHing, including a CRUNCH bar, Buncha Crunch, a #CRUNCHing decal and an instruction manual that teaches consumers how to become a CRUNCHing lifestyle expert.

Beginning Dec. 15, 2020, fans can request the chance to receive a CRUNCHing starter kit via a special microsite while supplies last. Stay up to date on the latest by following the brand on social at @Crunchbar.