Maynards Granny Smith
What We Did
To bring the brand to life we took this well known apple variety and brought it to life by literally bringing it to life, or perhaps we should say bringing her to life. At first glance, Granny Smith may appear to be a sweet and kind old lady (who just happened to have knit the bag of candies). However, once you spend a little bit of time with her, you’ll realize that she’s not sweet at all. She’s actually quite sour!
We supported the launch of this new candy with an out-of-home campaign that literally showed Granny Smith on shelves, Granny Smith coming to stores and Granny Smith in vending machines. In addition, we also created a “Sour Granny Smith” meme, which appeared as wild postings throughout urban cores and across the digital universe.