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Smartfood The Flavor Genie

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Smartfood The Flavor Genie

To reposition Smartfood as "Flavor You Can Feel Good About," we turned to the one person who embodies flavor; who's synonymous with flavor because, well, his very name is Flavor: Flavor Flav.

The legendary hype man had just gone viral for giving Billie Eilish a custom clock necklace at the Oscars, gained cachet on TikTok as a diehard Swiftie, and was gearing up to be omnipresent at the Summer Olympics in Paris.

Flav was having a cultural resurgence, and we wanted in.

Smartfood The Flavor Genie
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We nurtured Flav's high energy and genuine enthusiasm for the brand into authentic advocacy as our 360 campaign's title character - The Flavor Genie, who appears every time a bag of Smartfood is opened to spread the magic of flavor.

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Our Flavor Genie campaign ensured maximum cultural impact for Smartfood, with:


A PR stunt that peaked curiosity with leaked paparazzi photos of Flav out in public wearing the Pop Clock, which drew media attention and buzz from fans.

Social-first content shared across Flavor Flav's TikTok, Instagram, and X, and Smartfood-owned channels (over 1.3M follower reach).

Earned media attention with coverage in top, celebrity-focused pubs including People, Us Weekly, The Blast, featuring Flav expressing his genuine love for Smartfood - and even eating it at a New York Yankees game.

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Together, Smartfood and the Flavor Genie are bringing flavor, and a little swagger, to the popcorn category.