To break through with Gen Z, we launched Snack to the Beat—a bold brand activation rooted in music, purpose, and culture. Mondelez partnered with Johnny Orlando and CAMH to connect with a socially conscious audience through meaningful experiences. We brought the campaign to life across major retailers, digital platforms, and a private concert event. From influencer-driven content to QR-powered contests, each moment was designed to build authentic connection. By aligning snacking with youth mental health advocacy, we created a platform that sparked real emotional resonance while keeping the experience fun, relevant, and rooted in community.