Gen-Z, Millennial Digital Opps: Brekki taps brand AOR following acquisition

Dairy-free and ready-to-eat oats snack brand Brekki named GYK Antler its brand agency this month. The agency will be responsible for rebranding Brekki's packaging and digital content building a marketing plan. Brekki's products are available through select retailers that you can view here. Brekki was acquired by Cedar's Foods in February 2020. 

According to Pathmatics, Cedar's Foods earned 29.9m impressions through Instagram ads (92%), desktop display ads (6%) and mobile display ads (1%). It placed the majority of these ads site direct (93%) onto instagram.com, yahoo.com, realsimple.com, sports.yahoo.com and finance.yahoo.com. It placed the remainder indirectly through Google AdX + AdSense onto yahoo.com, foodandwine.com, allrecipes.com, eatingwell.com and finance.yahoo.com. It spent $188k in this channel over the last 365 days, a significant increase from $15.2k spent during the 365 days prior. 

**The above spend information refers to Brekki's parent company Cedar's Foods.**

Sellers-- Brekki has not begun advertising yet, but with the recent agency hire, I expect the brand to ramp up spend once it completes the rebranding process to promote its new look. Brekki will most likely focus on digital and social channels as its products appeal to millennial and Gen-Z consumers, who are most effectively reached through those channels. Sellers should reach out soon to see what types of ad space they may be able to provide. 

Agency & martech readers-- As you know, agency hires commonly follow one another, so get in contact with this company soon to be top-of-mind. I advise offering media buying and planning and/or creative services for the best chance of securing some of Brekki's business. Focus your pitches on helping the company build brand awareness.