HOT POCKETS

How do you reach hungry 18 to 24 year-old guys in a super-crowded snack food market? You entertain them. That was the mandate for this campaign. Creative was affinity-based, leaning into gaming, sports and other popular memes and inside jokes we knew our audience was into.

PROTEIN THAT’S PRO-TEEN

How do you reach hungry 15 to 18 year-old guys in a super-crowded snack food market? You entertain them. That was the mandate for this campaign. The creative was affinity-based, leaning into gaming, movies, sports, and other popular memes and inside jokes we knew our audience was into.

Your mind makes it real. 😎 Also the fact that it’s real pepperoni and mozzarella cheese makes it real. pic.twitter.com/wDqSeygp9g
— Hot Pockets (@hotpockets) April 6, 2016

Much mozzarella has been shred to win the throne. 🔪 pic.twitter.com/Uc0fZ5XRHk
— Hot Pockets (@hotpockets) April 22, 2016

It’ll take more than an apocalypse to keep this mutant from refueling. 🔪🔪🔪😈 pic.twitter.com/3dvpKKDxML
— Hot Pockets (@hotpockets) May 20, 2016

When it tastes this satisfying, you can hear it. #nowlistening pic.twitter.com/9WaHjDcgl8
— Hot Pockets (@hotpockets) September 19, 2016

There whenever you need a powerup. (Well, after 2 minutes.) pic.twitter.com/9SO4K7hOgz
— Hot Pockets (@hotpockets) May 18, 2016

Ever feel THIS hungry for Hot Pockets? pic.twitter.com/OTQmH3WPFQ
— Hot Pockets (@hotpockets) September 26, 2016