Brownie Brittle
Brief
Brownie Brittle partnered with Gamma Communications to create a high-impact, PR-driven campaign that would generate buzz, increase product trial, and drive retail sales across key West Coast markets. The focus was Los Angeles, a culturally influential city with strong alignment to snacking trends, lifestyle marketing, and experiential activations. The campaign also supported the national rollout of Brownie Brittle’s gluten free product line at Walmart, with a goal of increasing basket size and encouraging pantry loading through strategic promotions.
Process
Gamma developed a guerrilla marketing strategy centered around the cultural moment of 4/20. The team activated directly outside high-traffic cannabis dispensaries in Los Angeles, positioning Brownie Brittle as a complementary snack for the occasion. Street teams distributed product samples paired with clever, culturally relevant messaging designed to spark curiosity, trial, and social sharing.
To extend the campaign beyond street-level engagement, Gamma created a retail conversion engine tied to a national promotion. Through a partnership with Vudu by Fandango, consumers who purchased three Brownie Brittle products in a single transaction received a free movie rental valued up to $7. This incentive connected at-home snacking with entertainment, reinforcing the brand’s positioning as a go-to treat for movie nights and everyday indulgence.
The campaign integrated experiential sampling, retail strategy, and digital rewards to create a seamless path from awareness to purchase.
Outcome
The campaign successfully generated PR buzz, increased product trial, and drove measurable retail impact. The Vudu promotion delivered an estimated 15%+ redemption rate, outperforming standard CPG benchmarks and signaling strong consumer engagement.
Social media response reflected positive sentiment, with consumers organically sharing their experiences and reinforcing Brownie Brittle’s relevance within lifestyle and snacking culture. The activation also supported visibility and sell-through of the gluten free product line at Walmart, contributing to increased basket size and repeat purchase behavior.
By combining guerrilla marketing, cultural timing, and a strong retail incentive, Gamma Communications delivered a fully integrated campaign that converted attention into action and positioned Brownie Brittle as a modern, culturally aware snack brand.
