Snack Fairy's mission is to promote sensible snacking with healthy, low sugar
snacks, namely, Nabisco brands SnackWell's, 100 Calorie Packs, Fig Newtons, and
In the first spot of the campaign, the ad opens with a deep voiced narrator
dramatically proclaiming "Every generation needs a hero. Meet the Snack Fairy."
As the camera pulls back, we see a rubbery-faced bald man in his 50s dressed
in a pink tutu and carrying a red shoulder bag filled with samples. As the hero
comes into full frame, an off screen kid's voice cries "Hey, Mister!. Nice
In other spots, the Snack Fairy is wandering through the hills at night
(approaching a new city) as wolves cry in the distance; or visiting a hair
dressing salon to offer a female employee (snacking on a rice cake) a sample of
100 calorie Oreo cookies. ("Hi! I'm the Snack Fairy. Here to bring back the joy
of snacking with a 100 calorie packs....You can eat the whole bag...Snack
Happy!"). The Oreo's are so good, the woman picks up a hair dryer, points it at
approaching workers in a threatening manner and greedily shouts "Back off, he's
Created by the New York-based Foote, Cone and Belding Worldwide ad agency, the
campaign debuted during the Oscars on Sunday, February 27, 2005. The print ads
for the campaign (shot by portrait photographer Michael Grecco) appeared in the
early March issues of People magazine.
The Snack Fairy is played by Scottish-born Canadian actor Colin Mochrie of
"Whose Line Is It Anyway?" Born in Kilmarnock, Scotland on November 30, 1957,
Colin's nickname is Captain Hair (a mocking reference to his balding head).
Colin is also an alumnus of the Toronto Second City Company comedy troupe.
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