Introduction
Tantos! arrived on the snack scene with a product that defied categorization: crunchy, puffed pasta bites that taste like your favorite Italian dishes—but in snackable form. Think pasta chips meets flavor innovation. With bold varieties like Cacio e Pepe, Aglio e Olio, and Pomodoro, Tantos! wasn't just another chip alternative—they were creating an entirely new snacking experience. The challenge: introduce a never-seen-before product to a market saturated with the same old crunch.
The Opportunity
Tantos! had novelty on their side. The product was genuinely unique, visually intriguing, and undeniably delicious. But unfamiliarity can be a double-edged sword. Shoppers needed to see, understand, and crave Tantos! before they'd take the leap from curious to convinced. The brand needed creator-driven storytelling to demystify the product and spark trial—turning "What is that?" into "I need that."
The Strategy
Relish built a creator campaign around discovery and delight. We partnered with food and lifestyle creators who could authentically showcase the "aha" moment of trying Tantos! for the first time—the crunch, the flavor, the surprise that pasta could be this addictive in snack form.
Key tactics included:
The campaign tagline said it all: Puff. Crunch. Repeat.
The Results
Why It Matters
Launching a truly new product requires more than shelf space—it requires education, enthusiasm, and evangelism. Tantos! didn't just need awareness; they needed advocates who could show shoppers why this weird, wonderful snack deserved a spot in their pantry. By leveraging authentic creator content, this campaign turned confusion into craving.
Tantos! didn't just introduce a new snack. They created a new snacking category.
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