Hungr.AI

PETE MARQUIS DIRECTS SNICKERS HUNGR.AI CAMPAIGN

Produced By Good Behavior and Created By BBDO the Campaign Introduces the World's First Digital Candy Bar Made Specifically for Artificial Intelligence

Snickers is expanding on its “You're Not You When You're Hungry” campaign by introducing Hungr.AI, embedding the iconic brand into tech culture by giving AI the satisfying solution of a digital SNICKERS bar when it’s not quite functioning up to par. It’s the world's first digital candy bar made specifically for artificial intelligence. Users copy a digital Snickers bar from the brand’s website and “feed” it to an AI assistant to help move it away from regurgitating slop and back to reality. To spread the word, Snickers and BBDO Worldwide created comedy spots directed by Pete Marquis and produced by Good Behavior. Consumers can also interact with the campaign through Reddit or Snapchat to unlock a free real Snickers delivered through DoorDash while supplies last.

"Snickers has long been the remedy for out-of-character moments" said Ashley Gill, Brand & Content Vice President, Mars Snacking. "As generative AI becomes part of everyday life, we're playfully reinventing the way Snickers connects with our fans in today's culture. Whether it's a person losing their cool or an AI chatbot consistently agreeing with you, the truth hasn't changed: when you're not acting like yourself, we believe you maybe just need a Snickers."