Market Overview

The Véa Brand Teams Up With The New York Times To Promote First-Of-Its-Kind Times Residency For Emerging Journalists


New Mondelēz International snack brand expands authentic storytelling mission through support of Times program for undiscovered reporters.

EAST HANOVER, N.J., Oct. 10, 2017 /PRNewswire/ -- The Véa brand, a snack portfolio that tells its own story of exploration through the use of unique combinations of real global ingredients and recipes, is teaming up with The New York Times in support of its program to empower a new generation of storytellers through a first-of-its kind residency for up-and-coming journalists, titled 'Surfacing.' In a day-and-age dominated by the power of connectivity and dissemination of news by the minute, the brand acknowledged a generational craving for authentic moments delivered as they unfold. The Times seeks creative, curious and adventurous contributors to cover the world's undiscovered and offbeat communities across the areas of travel, arts, culture and food, using different storytelling techniques—an effort that embodies the perfect complement to the Véa brand's spirit of self-discovery and exploration.

"Véa's North Star is the exploration and discovery of real food and real experiences," said Jason Levine, Vice President of Marketing, Mondelēz International. "This synergistic approach combines the free-spirited nimbleness of raw storytellers with the resources and trained abilities of a news powerhouse which, like our snacks, we hope will inspire a new generation to explore more."

The Times newsroom will recruit and train residents to explore the world and create food, culture and travel content within its Travel section, led by The Times travel editor Monica Drake. Each contributor will use visual and social formats, such as Instagram and Snapchat, to take their stories beyond the margins and ensure readers can access them in a way that is relevant to their real lives and daily routines, as they are happening.

"We're excited to work with the Véa brand because their spirit of exploration and presence is very much aligned with the kinds of stories that curious Times readers come to us for day after day," added Sebastian Tomich, Senior Vice President, Advertising and Innovation, The New York Times. "We're looking for the next generation of passionate and thoughtful creators who are pushing the boundaries on how to tell stories and how to tap into what's at the core of culture right now."

Contributor stories will appear beginning in December 2017. To further support this inside view into cultures, The New York Times' T Brand Studio will create six films that give a behind-the-scenes look into the wholesome ingredients used in the various snacks within the Véa portfolio, including sweet potato, coconut, quinoa and sunflower seeds. Each film spotlights one unique ingredient and its intriguing history. 

"We are proud to help The New York Times empower a new era of journalists to uncover new experiences, seek out others with fascinating identities and share those authentic stories in real-time – an endeavor that truly resonates with and engages Véa fans," said Levine. "While Véa is not developing editorial content and is not involved in the newsroom process, we believe in the possibilities that arise when you look at the world in new ways and can't wait to see how each contributor's story unfolds." 

Since it launched in July 2017, the Véa brand continues to fully embrace its roots in authenticity by driving smart, like-minded media collaborations to share culturally-relevant content in meaningful ways. Beyond The Times collaboration, current relationships in this vein include Mic's "Road Trip Diaries" series and INSIDER's "Find Your Way to Real" campaign, each of which is running a unique Facebook video series encouraging readers to explore the power of real ingredients and the possibilities that arise when you imagine them in new ways. In addition, like-minded social influencers continue to share their own stories of exploring new flavors and finding their way to real via Instagram.

From TV creative that celebrates globally-inspired ingredients to targeted media collaborations aimed at reaching the well-being-focused millennial, Véa has fully embraced a 360 marketing approach that is deeply rooted in consumer insights and centered around authenticity.

For "Surfacing" residency submission information and more details on the Véa collaboration with The Times visit and and follow @VeaSnacks and @NYTimesComm.

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking company in the world, with 2016 net revenues of approximately $26 billion. Creating more moments of joy in approximately 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Véa, the newest snacking portfolio launched under Mondelēz International, is made with real ingredients and globally-inspired recipes in unique combinations, aimed to inspire consumers to re-think snacking.  Mondelēz International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit or follow the company on Twitter at

About The New York Times Company

The New York Times Company is a global media organization dedicated to enhancing society by creating, collecting and distributing high-quality news and information. The Company includes The New York Times, and related properties. It is known globally for excellence in its journalism, and innovation in its print and digital storytelling and its business model. Follow news about The Company at @NYTimesComm.


View original content:

SOURCE The Véa brand

View Comments and Join the Discussion!