Crispy Minis and Annie Murphy are back with the second installment of the brand’s “That’s Crispy” campaign. While last year’s advertising focused on introducing Canadians to what it means to be crispy, the joy of snacking and a feeling of playfulness, year two of the campaign goes to new, astronomical heights.

During the August long weekend, Crispy Minis used hundreds of drones to resemble a moon on a night when one couldn’t be seen in Huntsville, Ontario. The 10-minute coordinated drone show took place over Fairy Lake last Sunday.

The stunt tied into the overall theme of sending Annie Murphy to the moon, as seen in a hero spot where the Schitt’s Creek star shows up at a space agency thinking it’s a film set, only to find herself training for zero-G and surrounded by chips.

The campaign – which included digital, social, TV and out-of-home components – represents a higher ad spend than the first installment, and is meant to resonate with those who are looking for healthier snack options. It over-indexes with women and people above 30 years old, but is also meant to resonate with a broad representation across all ages. The campaign’s overall goal is to build on the snack’s functional benefits by infusing more personality into the Crispy Minis brand.

OMD handled media buying, with creative developed with Behaviour and supported by PR agency Edelman.

With files from Chris Lombardo