Banza — The Main Chick

Integrated Campaign

Concept

How can Banza convey the magic of chickpeas? Introducing 'The Main Chick'—a bold, Charli XCX-listening chickpea character who's not just a part of the meal but the star of the show. This saucy persona embodies the vibrant and playful spirit of Banza, engaging Gen Z consumers with her cheeky charm and witty banter.

'The Main Chick' isn't just another food option; she's a lifestyle, promoting chickpeas as a protein-packed, delicious, and environmentally sustainable choice. Through this campaign, we position Banza at the forefront of the culinary world, ensuring every bite is bold, saucy, and unforgettable—just like the Main Chick herself.

Challenge

Repositioning Banza to be more appealing to the target audience: Gen Z consumers aged 18-24, keen on engaging with forward-thinking brands that challenge industry norms and provide unique, authentic experiences, spanning diverse product categories.

Campaign

This Integrated Campaign includes assets such as: a 30 second spot, Out of home advertising, Merchandise, Pop-up experience, Social media content (TikTok, X and Instagram) a Spotify playlist, Product photography and two new branded products.

Overview

The Main Chick campaign redefines chickpea-based pasta by introducing Banza’s bold and sassy mascot, "The Main Chick." With her confident attitude, she educates and engages curious customers, inviting them into the chickpea pasta lifestyle.

This integrated campaign showcases how The Main Chick addresses dietary and health concerns while keeping things classy, delicious, and always gluten-free.