Banza — The Main Chick

Integrated Campaign

Concept

To move beyond surface-level marketing and truly resonate with Gen Z, Banza introduces The Main Chick: a bold, Charli XCX-listening chickpea who's not just part of the meal, but the star of the show.

This cheeky, confident persona embodies everything Gen Z craves: authenticity, flavor, fun, and values. She swaps stale memes for witty, personality-driven content and repositions chickpeas as a protein-packed, sustainable lifestyle choice, making Banza not just a better pasta, but a whole mood.

Insight & Strategy

Gen Z wants storytelling, not just humor—they crave content with emotional or personal resonance.

The strategy goal is to re-engage target audience through polished, attractive content that is fun to consume and insightful about brand values.

Challenge

Repositioning Banza to be more appealing to the target audience: Gen Z consumers aged 18-24, keen on engaging with forward-thinking brands that challenge industry norms and provide unique, authentic experiences, spanning diverse product categories.

Key Services

press play

This Integrated Campaign includes assets such as: a 30 second spot, Out of home advertising, Merchandise, Pop-up experience, Social media content (TikTok, X and Instagram) a Spotify playlist, Product photography and two new branded products.

Overview

The Main Chick campaign redefines chickpea-based pasta by introducing Banza’s bold and sassy mascot, "The Main Chick." With her confident attitude, she educates and engages curious customers, inviting them into the chickpea pasta lifestyle.

This integrated campaign showcases how The Main Chick addresses dietary and health concerns while keeping things classy, delicious, and always gluten-free.