Kraft Canada cracker brand Triscuit put Canadians in the directors seat for its newest commercial, letting them choose everything from the recipe shown in the spot, to the style of kitchen and clothes the actor is wearing, Melissa Grant, senior brand manager, Kraft Canada, tells MiC. The campaign features media by MediaVest, creative from Sharpe Blackmore, Momentum and Henderson Bas Kohn.

Fans chose each aspect of the commercial through picking from selections released each week on Triscuit Canada’s Facebook page, says Grant.

The resulting commercial will air nationally for the next few months and is targeted at Triscuit’s core female demographic. It follows from last year’s crowdsourced “Triscuit. What Will you Create?” print campaign which ran in magazines including Canadian Living and Coup de pouce and created ads using recipes from four food contests, says Grant.

“This year, we wanted a way to extend the idea of having our Triscuit users be part of our campaign and share their recipes and love for the brand,” she says. “Really, who better than the Triscuit consumer to come up with a recipe for Triscuit?  Since they love to share and take pride in their Triscuit creations, we wanted to give them an outlet to share that pride and show off their creativity. “