| Title | KRAVE Better |
| Agency | Erich & Kallman |
| Campaign | KRAVE Better |
| Advertiser | KRAVE |
| Brand | KRAVE Jerky |
| Date of First Broadcast/Publication | 2021 / 8 |
| Business Sector | Food |
| Story | The new “KRAVE Better” ad spot in collaboration with Shaun White highlights KRAVE as the snack brand that is bold and unexpected, striking the perfect balance between better-for-you, great taste, and fun – it’s all about craving better and having fun with it. Strategically, the campaign aims to differentiate KRAVE within a premium “Better For You” protein category full of brands built around pushing physical limits and macho humor, by depicting a more refined White. The spots illustrate White’s personal evolution, beginning with his radical teenage persona as an extreme sports phenom with iconic long, orange hair, which turns out to be a wig that gets tossed to the side as he embraces a more polished and balanced life that’s anything but boring. Coming at a time when the world is keenly watching the world’s top athletes compete in the Olympics, the campaign aims to portray the relatable story of what people want from a better-for-you, better-tasting snack. |
| Media Type | Digital |
| Length | |
| Chief Marketing Officer (CMO) | Rusti Porter |
| Director of Marketing | Steele Meisinger |
| Chief Creative Officer | Eric Kallman |
| Co-Founder | Eric Kallman |
| Associate Creative Director | Jason Goldberg |
| Copywriter | Jon Northrop |
| Head of Production | Olivia Baker |
| Associate Producer | Sofia Aguilar |
| Strategy Director | Rebecca Harris |
| Strategist | Brianne Johnson |
| Account Director | Tony Billmeyer |
| Production | ContagiousLA |
| Director | Andrew Laurich |
| Executive Producer | Natalie Sakai |
| Production Company Producer | Sean Barney |
| Production Designer | Lindsey Ferguson |
| Editing Company | 1606 Studio |
| Editor | Ryan Kavanaugh |
| Assistant Editor | Chris Fontes |
| Executive Producer | Jon Ettinger |
| Production Coordinator | Sarah Porter |
| Special Effects / VFX | The Mill LA |
| Executive Producer | Hillary Thomas |
| Sr. Producer | Valentina Cokonis |
| Finish Artist | Phillip Ineno |
| Finish Artist | Tim Crabtree |
| Finish Artist | Mandy Sorenson |
| Colour | The Mill LA |
| Colorist | Gemma Parr |
| Executive Producer | Krista Staudt |
| Colour Producer | Denise Brown |
| Mix | M Squared Productions LLC |
| Sound Engineer | Mark Pitchford |
| Assist Engineer | Hayley Kay |
| Production Company Producer | Sarah Benedict |
| DP | Scott Uhlfelder |
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