The genesis of the idea is to meet consumers where they are on the go, in their cars and out of home, to try to promote the idea of snacking when you're not at home.
We have out-of-home billboards in six markets - Atlanta, Boston, Denver, Detroit, Philadelphia, and Dallas - and we did car wraps for Uber and Lyft cars to be a one-two punch.
We are also working with micro-influencers who are kind of experts in their city, so they're also telling people about this campaign.
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