The Strategy

UNREAL asked the simple question, "why do the foods we love most have to be so bad for us?" and set out to create chocolate snacks that we could actually eat and feel good about.

Our strategy at Genuine was to launch the mission based CPG brand designed to challenge what we’ve come to accept in our food and its effect on our health and make the snacks desirable and accessible to the masses.

Our strategic approach? Harness the star power of the greatest quarterback of all time and launch an award-winning, disruptive website to build congruence between brand image and consumers.

The Execution

What happens when you have the greatest quarterback of all time challenging consumers to a surprise staring contest?

You end up with a viral video featured on Funny or Die, ESPN and featured across a variety of local and national media.

And your client gets wider distribution in Walgreens, Market Basket, Kroger’s and WholeFoods.

For the record, I also beat Tom Brady in the staring contest.

Tom Brady Staring Contest

UNREAL Website Launch

Best UX – MITX

Oct 2012
UNREAL Candy Website

Best Creative – MITX

Oct 2021
UNREAL Candy Website

Hatch Awards – The Ad Club

Sep 2012
Bronze, Best CPG Website – UNREAL Candy