Think you know EBT users?
You don’t know SN*P.

There’s a persistent stereotype about people who receive government benefits like SNAP: that they’re passive, dependent, and ultimately undeserving of support. It’s wrong, it’s reductive, and it’s everywhere.

This campaign flips the script by meeting the real people behind the assumption. They’re raising families, running side hustles, going back to school at 42, feeding their entire block on a Sunday, or building something from nothing.

We used the asterisk in SN*P for the obvious play on words, but also because too many people treat it like a bad word. A vulgarity. And we’re taking it back by flipping it into a playful-yet-semi-confrontational headline. This social-first campaign led to a measurable boost in brand awareness, followers, and brand trust.