Well & Truly, one of the UK’s fastest-growing snack brands, has appointed Creature without a pitch, as it moves into an ambitious new phase of growth. Well & Truly previously worked with B&B Studio on a repackaging and design brief.

The brand, which is currently listed in Tesco, Sainsbury’s, WHSmith, Ocado and Wholefoods, as well as six international countries, is hiring the agency to increase it’s brand awareness with an explosive new campaign that will aim to bring Well & Truly to a wider audience. The superstar brand recently launched a bold new packaging design, a move that saw it pull away from its ‘holier than thou’ competitors in the category and saw a massive 200% increase in sales.

Well & Truly positions itself as a healthy alternative to snacking by unjunking household favourite snacks, and is experiencing real growth in a market where customers are demanding healthier options.  

Dan Cullen-Shute, CEO and founder of Creature said: "As any visitor to Creature will attest, we bloody love snacks - and finding one whose creative and commercial ambition matches our own is a massive cause for celebration. Almost as exciting as finding a crisp that's both GENUINELY delicious and not hideously unhealthy...."

Sara Trechman, co-founder of Well & Truly, added: “Our snacks are bursting with flavour and natural ingredients but by restricting ourselves to the healthy snacking sector, we were missing out on reaching a much wider pool of consumers who weren’t necessarily seeking a health-conscious option.

"Creature have got us very excited about creating the first awareness campaign for Well & Truly targeting both health and mainstream snacking categories”

Well & Truly crunchy snacks are currently available in four flavours – Really Cheesy, Sour Cream & Onion, Sea Salt & Cider Vinegar and Smokey Paprika.