A chocolate-eating mascot is loose in the real world

In the quest to get teens interested in Krave cereal, it was imperative we evolve the campaigns chocolate-loving cartoon mascots into voracious, wickedly-relatable monsters. We started with a socially-driven campaign seeding several eye-witness influencers trying to crack the code of chocolate that had gone missing in the real world. Next, a series of prank videos seeded the notion that chocolate everywhere was no longer safe.