Vea Snacks, (crunch bars, seed crackers, and world crisps) were a new innovation from Nabisco, known for old favorites such as Ritz and Wheat Thins. This brand new snack wanted to target a new, younger, audience by playing up their global flavors and health claims: No Artificial Colors, No Artificial Flavors, and NON-GMO Project Verified. With a small budget, and a unique story, we knew traditional shopper marketing tactics weren't going to work on this audience. We developed a groundbreaking experiential sampling event that highlighted the global nature of this product. Rickshaws made a real splash and drove people into Target stores everywhere to pick up this new snack.