Auckland Agency Launches World’s First Snack-Focused Media Buying Division, Cites ‘Complicated Hunger’ in Gen Z
In a bold move that no one asked for, Midtown & Slither has announced the launch of ‘CraveOps’, the world’s first snack-centric media buying division. The unit, operating out of a reclaimed vape lounge in Parnell, will focus on pairing digestible media placements with edible consumer moods. CraveOps’ inaugural campaign? A 14-week sponsored trail mix rollout on Three’s late-night fishing show, “Hooked & Troubled.”
Agency spokesperson and Head of GastroMedia, Felicity Penn-Wray, said the move was a response to Gen Z’s “growing need for layered snacking identities.” According to internal tasting panels and a six-month scooter ethnography tour of Sylvia Park, brand engagement jumps 37% when viewers are holding a dry food item they can’t pronounce. “We don’t just want impressions. We want salt-activated recall,” Penn-Wray said, while adjusting a branded cheesecloth visor.
The division will also introduce a new in-house metric, the Snack-Affinity Index (S.A.I), said to measure the ‘moodiness of mouthfeel’ during pre-roll ads. Early findings suggest campaigns for regional Toyota dealerships perform best when paired with beetroot crisps, although test group B did become briefly violent when forced to consume fennel popcorn during a Vodafone pre-roll.
Industry speculation hints at further expansions, including ‘SipOps’ and ‘Chewfluence’, but Midtown & Slither remains coy. “We’re not reinventing the wheel,” said CraveOps strategist Jolyon Spruce. “We’re just lightly salting it and serving with aioli in an enamel bowl no one asked for.”
Agency spokesperson and Head of GastroMedia, Felicity Penn-Wray, said the move was a response to Gen Z’s “growing need for layered snacking identities.” According to internal tasting panels and a six-month scooter ethnography tour of Sylvia Park, brand engagement jumps 37% when viewers are holding a dry food item they can’t pronounce. “We don’t just want impressions. We want salt-activated recall,” Penn-Wray said, while adjusting a branded cheesecloth visor.
The division will also introduce a new in-house metric, the Snack-Affinity Index (S.A.I), said to measure the ‘moodiness of mouthfeel’ during pre-roll ads. Early findings suggest campaigns for regional Toyota dealerships perform best when paired with beetroot crisps, although test group B did become briefly violent when forced to consume fennel popcorn during a Vodafone pre-roll.
Industry speculation hints at further expansions, including ‘SipOps’ and ‘Chewfluence’, but Midtown & Slither remains coy. “We’re not reinventing the wheel,” said CraveOps strategist Jolyon Spruce. “We’re just lightly salting it and serving with aioli in an enamel bowl no one asked for.”