Better to be hated for who you are than loved for who you aren't.


Pirate's Booty

Snacking Revolution

  • Truth
  • Gen X moms want to provide their kids healthy, all-natural snacks but don’t want to sacrifice taste and fun in the process.
  • Expression
  • Let the snacking revolution begin! With that as our mantra, we created packaging, shopper communications and a 360° ad campaign that communicates the “better-for-you” benefits of Pirate’s Booty via a unique wit that charms moms and kids alike.
  • Results
  • Once a niche natural foods brand, Pirate’s Booty is now a national treasure, with sales more than tripling over the past couple of years.
    • Proof