What’s oo-ey and goo-ey and chocolate-y all oat-ver? You guessed it, Quaker Chewy granola bars. Find them swimming around lunchboxes, backpacks, pantries, and supermarket aisles. That’s because, for nearly 40 years, Chewy has offered the best of both worlds for families nationwide: an easy, transportable snack that’s both healthy and yummy.

As the wholesome snack race is ramping up, so is the competition to raise well-rounded kiddos. The days of free time play are dwindling in favor of more structured after-school activities faster than you can say tag, you’re it.

THE CHALLENGE: How do you refresh one of the country’s most popular granola bar brands when the competition is preaching all of the same benefits?

THE SOLUTION: Focus on what makes the brand different. What they stand for isn’t just about nutrition, it’s about happiness for kids everywhere. Create a brand (and of course a brand character) that champions the importance of both snacking and playtime.

FUN FACT: As you can imagine, many, many, many Chewy bars were eaten during the making of this project. I think I actually still have a box or two if you want one.

AGENCY: R/GA

ROLE: Verbal Design Director

RESPONSIBILITIES: Brand strategy, brand character, brand voice, copywriting, playbook/brand guidelines, social media writing

*Some images may be for proof of concept. Do not reproduce.