Calbee launches new platform for Harvest Snaps via Hero

After appointing Hero to its creative account in mid-2022, Calbee has launched a new brand platform for its Harvest Snaps brand.

The new platform, “Harvest snap out of it”, is the first major piece of work to surface from the creative partnership, repositioning the snack brand as synonymous with “both health and taste”.

Other assets

Jump scare 15″

The campaign features two 15-second commercials that see people “snapped” out of their chip cravings but the sudden appearance of a packet of Harvest Snaps – positioned as a healthy alternative that is just as delicious.

Shane Geffen, HERO executive creative director said: “We’re excited to see our first piece of work for Harvest Snaps out in the world. Harvest Snap Out of It, is a versatile long-term platform that clearly activates the name, but also encourages Australians to stop succumbing to the naughty snacks that call out to them constantly.”

Calbee senior brand manager, Alice Briant added: “Australians perceive Harvest Snaps as the healthiest salty snack on the market, and to affirm this we have reformulated our products to improve their Health Star Ratings, while matching the much-loved taste profile. With this campaign we wanted everyone to know that those five-stars don’t mean that they are compromising on flavour.

“We tasked HERO with a challenging brief to cement the brand name with consumers and make Harvest Snaps synonymous with delicious, guilt-free snacking. We are delighted with the result”.

The campaign rolls out in Australia and New Zealand across digital, social, OOH and shopper.


Client: Calbee
Senior Brand Manager: Alice Briant
Brand Manager: Carly Williams Assistant
Brand Manager: Kit Yi Mah Head of Marketing: Natalie Johnson

Agency: HERO
Production Company: Pork Store Productions
Sound Production: Gusto Studios
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Creative Director: Pat Langton
Copywriters: Anneliese Sullivan
Senior Designer: Aaron Wickers
Head of Strategy: Tallon Mason-Kane
Account Director: Lauren Phillips
National Digital Managing Partner: Tim Evans Producer: Margot Ger

Production Company: Pork Store
Director: Jesse Richards
Producers : Sophie Booth and Grace Quinn
Production Manager: Lauren Nichols
Colour grader: Ted Deacey
VFX and Online editor: Jamie Scott
The Hand: Naomi Mendoza

Sound Production: Gusto
Engineers: Colin Simkins & Cam Webb


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