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Krikkies – From Concept to Snack Brand
Project type
FMCG Brand Launch
Scope
Brand Strategy, FMCG Marketing, Project Management, Creative Development, Commercial Alignment
Date
2021-2022
Role
Brand Development & Account lead
Project info
Krikkies – Launching a New Snack Brand
Strategic challenge
How do you successfully introduce a new FMCG brand in a competitive snack market, while balancing commercial objectives with creative brand building?
Insight
A strong brand identity and smart go-to-market strategy are essential for new entrants. By connecting creativity with commercial thinking, a challenger brand can quickly claim its space and compete with established players.
Approach
During the development of Krikkies, I acted as the link between the advertising agency and the distributor. I combined a deep understanding of both the commercial and marketing side of the project to:
• Build and sharpen the brand concept
• Translate strategy into creative assets and campaigns
• Ensure fast and effective delegation of tasks across teams
• Accelerate project tempo and push through when challenges arose
Impact
• Krikkies successfully launched as a new snack brand in the Dutch FMCG market
• Seamless alignment between distributor and creative agency
• Efficient project execution under high pressure and short timelines
• Proof of my ability to connect commercial strategy with creative development
