34 Degrees Launches Brand's First Integrated Campaign, Elevating the Role Crackers Play in Holiday Entertaining

Share Article

Using custom illustrations created by Dutch artist Bodil Jane,"Gather Round" showcases the kaleidoscope of 34 Degrees Crisps—savory to sweet, naked or topped—the host who serves them, and the guests she entertains

“We’re awed by our consumers’ creativity,” said Elmer Ramos, vice president of sales & marketing for 34 Degrees. “We see it in the recipes, photos and moments they share with us. This campaign captures their creative energy as well as the creative versatility of our 34 Degrees Crisps.”

Degrees (http://www.34-degrees.com/), maker of all-natural, distinctly thin, crispy specialty crackers, today announces the launch of its first-ever, consumer-facing, national advertising campaign, “Gather Round” (http://34-degrees.com/GatherRound34). The integrated campaign, crafted by Boulder, Colo.-based creative agency, Vermilion (https://www.vermilion.com/), elevates the role crackers play in holiday entertaining by spotlighting how gatherings (big or small) bring together all the things hostesses love—the people, the food, and the moments where their creativity shines.

“We’re awed by our consumers’ creativity,” said Elmer Ramos, vice president of sales & marketing for 34 Degrees. “We see it in the recipes, photos and moments they share with us. This campaign captures their creative energy as well as the creative versatility of our 34 Degrees Crisps.”

Consumer research revealed the important and multifaceted role that bringing people together plays during the holidays. A recent Field Agent survey found 44 percent of adults plan to host—by themselves or with others—a Christmas party or social function this holiday season.[1] A Pew Research Center survey found what 69 percent of Americans most enjoy about the holidays is spending time with family and friends.[2] Clearly, gatherings help make our holidays happy.

To capture the vibrant personalities of hosts and their guests, Vermilion partnered with Dutch illustrator, Bodil Jane (http://www.bodiljane.com/), for the “Gather Round” holiday campaign. The stylish illustrations, artfully collaged together with recipe photography and welcoming language, enliven “Gather Round” and showcase the kaleidoscope of 34 Degrees Crisps—savory to sweet, naked or topped—the host who serves them, and the guests she entertains. The campaign extends to digital banners, robust social advertising, influencer integration, and a series of six-second videos.

“Hosting gatherings is a form of self-expression and a welcome opportunity for women to share who they are,” explained Vermilion account director, Susan Touchette Aust. “We’re delighted the campaign will help hostesses discover the perfectly imperfect crackers to go with her unique gatherings.”

Visit the “Gather Round” landing page (http://34-degrees.com/GatherRound34) to discover more about 34 Degrees Crisps, recipes, and a custom holiday Spotify playlist. Videos can be viewed on the “Gather Round” playlist on YouTube (https://www.youtube.com/playlist?list=PLgp1D1ioI_mPYZzKq10xreeKvKBqzEXCJ). ​

The “Gather Round” campaign marks the first execution of a brand-building initiative for 34 Degrees following the company’s recent announcement (http://www.prweb.com/releases/2017/10/prweb14784648.htm) that it had deepened its relationship with Fresca Foods, Inc., its supply chain partner of more than 10 years. Specifically, Fresca made a $3.4 million investment in 34 Degrees in exchange for a 10 percent share of the company. The expanded partnership and investment is allowing 34 Degrees to increase investments in brand-building programs like “Gather Round,” as well as product innovation to fuel continued growth.

About 34 Degrees
34​ ​Degrees,​ ​the​ ​maker​ ​of​ ​all-natural,​ ​wafer-thin​ ​crackers,​ ​34 Degrees Crisps,​ ​was​ ​created​ ​by​ ​people​ ​with​ ​a profound​ ​love​ ​of​ ​food​ ​and​ ​is​ ​headquartered​ ​in​ ​Denver.​ ​Made​ ​from​ ​only​ ​a​ ​handful​ ​of​ ​natural​ ​ingredients, 34 Degrees ​Crisps​ ​are​ ​a​ ​great-tasting​ ​and​ ​endlessly​ ​versatile​ ​companion​ ​to​ ​cheeses,​ ​meats,​ ​fruits,​ ​spreads​. The​ ​light​ ​crisps,​ ​inspired​ ​by​ ​the founder’s culinary experiences throughout ​Australia,​ ​are​ ​available​ ​in​ ​six​ ​savory​ ​flavors,​ ​including​ ​Natural,​ ​Sesame,​ ​Cracked​ ​Pepper, Rosemary,​ ​Whole​ ​Grain​ ​and​ ​Toasted​ ​Onion,​ ​and​ ​four​ ​sweet​ ​flavors,​ ​including​ ​Chocolate,​ ​Vanilla, Cinnamon,​ ​and​ ​Sweet​ ​Lemon.​ You can find 34 Degrees Crisps in the deli departments of most grocery retailers throughout North America. To learn about 34 Degrees’ mission, sustainability efforts, community giving and to find a store near you, visit 34-degrees.com. Or, for real-time conversations and creative recipe ideas, visit Facebook (https://www.facebook.com/34degreescrackers/), Pinterest (https://www.pinterest.com/34degrees/), and Instagram (https://www.instagram.com/34degrees_/).

About Vermilion
Vermilion is a 25-person creative agency based in Boulder, Colorado. For more than 35 years, Vermilion has provided distinctive and effective solutions to organizations making a positive impact. Vermilion specializes in serving education, social change, and civic organizations and progressive consumer brands including Door to Door Organics, Zuke’s Natural Dog Treats, Aspen Snowmass and Whole Foods Market. Vermilion is also proud to be a Certified B Corporation. To view a comprehensive portfolio, visit vermilion.com.

​[1] Field Agent Dec 2014
[2] Pew Research Dec 2013

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Susan Touchette Aust
Vermilion
+1 (303) 931-4593
Email >

Elmer Ramos
34 Degrees
since: 10/2008
Like >
Visit website