Cobs celebrates indulging without post-snack guilt

27 February 2020

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AJF GrowthOps created the new 'Pop it like Cobs’ campaign.

Cobs’ new ‘Pop it like Cobs’ campaign is a celebration of indulging whenever the impulse strikes, without any post-snack guilt.

“Cobs believes in bringing real ingredients and transparency back to snacks," Cobs head of marketing and innovation Kristie Ellerton says.

"And whether you need to tame hungry kids, the 3pm cravings hit, or you’re binging on a series – we’ve got a snack that satisfies without weighing you down.”

The campaign was created by AJF GrowthOps.

“Our challenge was to launch a creative platform that felt as light and moreish as the Cobs products themselves," AJF GrowthOps chief creative officer Josh Stephens says.

"This is just the beginning, and we’re excited to see how the campaign can support the growth of this fantastic brand.”

Produced by Pixel, and directed by Sydney duo Paxi and Cem, the fun and quirky online and out of home campaign consists of six-second ‘internet’ videos that feel like they’re happening inside a bright green bag of Cobs.

Pop it like Cobs campaign launched February 24.

Client: Cobs
• Head of Marketing and Innovation – Kristie Ellerton
• Brand Manager – Samantha Moriarty
• Assistant Brand Manager – Amelia Fayman

Creative Agency: AJF GrowthOps
• Chief Creative Office – Josh Stephens
• Senior Copywriter – Melanie Stevens
• Senior Art Director – Lauren Doolan
• Senior Strategist – Rebecca Heard
• Senior Account Director – Xavier Hogan
• Account Manager – Amy McKay
• Broadcast Producer – Claire Luongo

Music Composition: Otis Studios

Sound: Final Sound

Production Company: Pixel
• Director – Yvette Paxi
• Director / DOP – Cem Hizli
• Executive Producer – Haley Polacik
• Producer – Monique Mulcahy

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