CONTEXT
MiggyFoods, a snack company founded by baseball legend Miguel Cabrera, set out to enter a highly competitive category dominated by established brands such as M&M’s. Its first product was a chocolate-coated snack made with puffed rice and peanuts.

CHALLENGE
Launch a new brand with a limited marketing budget while competing against some of the largest and most recognizable names in the confectionery industry.

IDEA
Create a memorable, easy-to-recall brand: BITBITS. We developed Chris the Crown, a distinctive character inspired by Miguel Cabrera’s personality and legacy, and launched the brand during a nationally televised game in Detroit to maximize exposure and generate buzz.

RESULTS
The product sold out on launch day, the situation produced more than $200,000 in earned media, and secured access to some of the largest distributors in the U.S. within the first three months.