"Kraft Foods/Nabisco Wheat Thins is employing the upcoming Bonnaroo Music and Arts Festival as a high-visibility platform for its ongoing "The Crunch is Calling" marketing message.
The cracker brand's presence at this year's festival -- held each June in Manchester, Tenn. -- will include a centrally located "Crunch Den" where attendees can relax, sample Wheat Thins snacks and use a digital kiosk to send friends/family video content, as well as both an advance sweepstakes and on-site opportunities to win."
Jim Low, director of wheat snack crackers for Kraft Foods says that artistic/cultural diversity meshes very well with Wheat Thins' emphasis on the "rich" sensory experience of the crackers, he explains."
I'm calling Bullshit on this. I like that big brands are starting to leverage Festivals, but this is a stretch, no matter how the cracker crumbles.
Although Wheat Thins may be a good snack for festival goers, to say the cracker's brand DNA meshes with Festival DNA isn't true.
Give samples away. Have a fun air conditioned space for people to chill. But don't talk to us like we're stupid.
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