Britannia NutriChoice Mutigrain Thins
Mutigrain Thins
Client: Britannia NutriChoice
Media: Television
Date: 18.01.2012
Today, snacks have assumed an irreplaceable role in our lifestyles and eating habits. They add different shades to our everyday lives: light fillers, mood changers, social binders, intimate moments, tongue ticklers and the list goes on. Everyone has a favorite snack which, they swear by – a bag of potato chips, spicy crisps, vada pav, samosa, bhelpuri, panipuri etc.
There is also another side to this relationship between people and the snacks that they love – the feeling of guilt from having succumbed to temptation and fallen to empty calories and unhealthy life. People are increasingly concerned about their health and are getting aware that unhealthy, fried snacks can lead to obesity, diabetes, high cholesterol or other tummy troubles.
Britannia recognized this very interesting love-hate relationship between consumers and their favorite snacks and set out to resolve the conflict.
To launch this healthy snack, Lowe Lintas & Partners aimed to build the campaign thought by leveraging the basic human insight that ‘Man has always loved snacks, but snacks never reciprocate that love’ – implying that very often they are unhealthy. Owing to the product’s differentiated ingredients, the campaign positioned Nutrichoice Multigrain Thins as “a snack that loves you back.”
