TODO Launch Campaign

Client: Edita Food Industries
Brand: ToDo
Agency: Mahdy’s
Role: Creative and Copywriting

At Mahdy’s, we created a cast of snack-obsessed characters for ToDo and built several entire campaigns around them in their world. They were loud, unpredictable, and totally driven by cravings.

We used them to launch four new products over the span of a year. For ToDo Bomb, we staged a full heist. For ToDo Brownies, they went around town stealing every last one. Mini Muffins focused on being tiny but mighty, and ToDo Donuts was their most innovative yet. The product was so new ToDo even explored patenting it.

The characters became a huge part of the brand. People interacted with them online like they were real, it became a part of a culture. Same voices, new settings, and a lot of snack-driven chaos.