Muddy Buddies

Muddy Buddies

Weird Looking, Delicious tasting

Introducing an odd-looking Midwest staple to the nation.

Muddy Buddies are a Midwestern classic. If you grew up in the right place, creating a delicious snack by mixing corn Chex, melted chocolate, peanut butter and powdered sugar in a garbage bag is perfectly normal. But if you're from outside the region, you might not know what to think about it all. Of course, once you tried one, you would come to realize that this is an instance of form following function, and the primary function of a Muddy Buddy is to taste really frickin' good. General Mills brought us in to help spread the word about Muddy Buddies and create converts outside the Midwest.


Strategy • Creative • In-House Production

This campaign, consisting of social media (Facebook/Instagram), pre-roll video, radio and print was designed to delight the initiated and intrigue the uninitiated.

Geo-targeted digital radio ran in key markets. These spots were finalists in the Mercury Radio Awards.

Print ran in zip-code-targeted People magazine to give the campaign additional reach.

For Instagram, we took the typical, boring brand product shots that General Mills usually runs, and turned them on their head.

Our Facebook posts featuring simple product shots, accompanied by self-deprecating headlines generated a lot of chatter as to whether or not Muddy Buddies are actually that ugly.