The Snack Fairy is a hapless food fairy who waves a magic wand in the shape of the Nabisco logo for a series of commercials for Nabisco, a division of Kraft Foods based in East Hanover, New Jersey.
The Snack Fairy’s mission is to promote sensible snacking with healthy, low sugar snacks, namely, Nabisco brands SnackWell’s, 100 Calorie Packs, Fig Newtons, and KidSense packs. His catchphrase is “Snack Happy!”
In the first spot of the campaign, the ad opens with a deep voiced narrator dramatically proclaiming “Every generation needs a hero. Meet the Snack Fairy.”
As the camera pulls back, we see a rubbery-faced bald man in his 50s dressed in a pink tutu and carrying a red shoulder bag filled with samples. As the hero comes into full frame, an off-screen kid’s voice cries “Hey, Mister! Nice Dress.”
In other spots:
- In search of new clients, The Snack Fairy is seen wandering through the hills at night (approaching a city) as wolves cry in the distance.
- While visiting an Art Class in an elementary school, the Snack Fairy offers a pack of Fig Newtons to a harried art teacher and then is attacked by a bunch of overly enthusiastic kids.
- The Snack fairy visits the wide open spaces. As two cowboys lean against a fence, the Snack Fairy is seen in the background running away from/then riding a tractor (“Help? A little help!”). Casually, one of the cowboys says, “So you’re saying he’s a fairy?” His partner responds, “A snack fairy.” Suddenly, the Snack Fairy falls off the tractor. In the final scene, the Snack Fairy pops out of the field of wheat holding a package of Fig Newtons, and chimes, “Snack Happy!”
- Inside a hair salon, the Snack Fairy pops up to introduce Nabisco’s new 100 calorie Oreo cookie snack pack to a receptionist who reluctantly eyes a boring rice cake. (“Hi! I’m the Snack Fairy. Here to bring back the joy of snacking with a 100 calorie packs…You can eat the whole bag…Snack Happy!”) The Oreo’s are so good, the woman picks up a hair dryer, points it at approaching workers in a threatening manner and greedily shouts “Back off, he’s mine!”
- On a park bench in the city, the Snack Fairy appears and asks a woman, “What if I told you that one Fig Newton has more fruit than that entire Nutri-Grain bar?” The woman does not believe the claim, calling him a liar. The Snack Fairy then counters, “What if I got a lawyer, a priest, a rabbi, nine supreme court justices and your grandmother to tell you its true?” With a flick of his magic wand, all those people appear to testify in the Snack Fairy’s defense. Surprised, the woman says, “Then I guess I’ll take the Newton.”
Created by the New York-based Foote, Cone and Belding Worldwide ad agency, the Snack Fairy campaign debuted during the Oscars on Sunday, February 27, 2005. The print ads for the campaign (shot by portrait photographer Michael Grecco) appeared in March issues of People magazine.
NOTE: The Snack Fairy is played by Scottish-born Canadian actor Colin Mochrie of “Whose Line Is It Anyway?” Born in Kilmarnock, Scotland on November 30, 1957, Colin’s nickname is Captain Hair (a mocking reference to his balding head). Colin is also an alumnus of the Toronto Second City Company comedy troupe.
Headquartered in East Hanover, New Jersey, Nabisco is a subsidiary of Illinois-based Mondelez International at Three Parkway North, Suite 300 in Deerfield, IL 60015.