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'Must. Have. Wheat Thins.' ad campaign kicks off for Super Bowl

EAST HANOVER, N.J. — Wheat Thins today announced the launch of its new "Must. Have. Wheat Thins." campaign with a new TV ad debuting in the pregame show prior to the start of Super Bowl XLVII on Feb. 3.

The TV spot, which airs between 5:30 p.m. EST and the start of the 6 p.m. broadcast on Sunday, Feb. 3, was inspired by Wheat Thins' most passionate fans and depicts the intense relationship they have with the brand by showcasing a man so passionate about his Spicy Buffalo Wheat Thins he'll do nearly anything to protect them from even the most unexpected intruders — even a yeti!

"We talked to some of our most enthusiastic fans and were pleased to hear about the deep connection they have with the Wheat Thins brand," said Katie Williams, senior marketing director at Mondelez International. "The goal of this campaign is to celebrate those who already love us, entice others to discover that love and reward our consumers' passion for the brand in meaningful ways."

In addition to the new ad, Wheat Thins will support the new "Must. Have. Wheat Thins." campaign with a social media promotion in the weeks leading up to the big game, one of the biggest snacking occasions of the year. Wheat Thins understands that many fans are just as devoted to football as they are their favorite snack, and to ensure its most passionate fans never run out of their all-important game-time snacks, it is challenging consumers across the country to determine whether San Francisco's or Baltimore's fans deserve free Wheat Thins. Fans can share their love for one of the two cities by voting on Twitter and Instagram with #SF #MUSTHAVEWHEATTHINS or #BAL #MUSTHAVEWHEATTHINS. In the winning city with the most social 'noise,' or votes, Wheat Thins will be making snack runs on Feb. 3, delivering free products so fans can enjoy their favorite snacks without missing a single play. For complete rules, please visit Musthavewheatthins.com.

A second ad in the "Must. Have. Wheat Thins." campaign will feature a particularly frustrated fan unable to eat Wheat Thins — a puppet!

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