You can watch the digital film from this link: https://www.youtube.com/watch?
Bangalore, 27th October, 2017: We have all grown up eating Little Hearts biscuits and have many memories associated with it. But does the school goer of today connect with the brand as strongly as we do? Perhaps not. That’s exactly the reason why Britannia decided to reinvent one of its most loved brands Little Hearts to become more relevant to today’s generation of consumers.
While doing this, it was also important for the new campaign to be strongly rooted in the product and its consumption. Speaking about the new campaign, Mr. Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said, “The shape of the biscuit is a unique asset to the brand and we decided to leverage it. When we were looking for ways of doing that, we realised that heartbreaks are a big part of tweens’ lives. We therefore decided to take an edgy view of heartbreaks, by urging consumers to “Break Some Hearts” – both figuratively and literally, with Little Hearts biscuits. The other interesting thing about our journey was our realization that we could not talk to today’s tweens through traditional media vehicles. So we decided to be present on platforms most frequented by today’s tweens and make Little Hearts a digital-only brand. This approach has yielded us fabulous results so far with the film garnering record number of views and exceeding all previously set benchmarks on engagement generated.”
Priya Shivakumar, Executive Director said: “Little Hearts was always the brand that took us down memory lane, which filled us with nostalgia. With this campaign our challenge was to make it relevant to today’s teenagers, give it a fresh new avatar. So we disassociated the heart from all things mushy and gave it a cool new vibe with #BreakSomeHearts. The campaign spoke the language of the youth today, and did it on a medium that kept them engaged. In the bargain the brand became young and cool again, capturing the imagination of the youth and getting a warm reception on all digital channels and in the market as well!”
· Agency: J W Thompson
· Executive Creative Director: Priya Shivakumar
· Production House: 120 Media Collective - Sniper
· Director: Tanvi Gandhi
· Music: The Jamroom
On the back of the new campaign, the brand has also clocked its highest ever sales for 2 months in a row but the proverbial sugar sprinkling on the cookie is the conversations the campaign has managed to generate, indicating that the brand has really found a place in consumers’ hearts again.
Britannia Company Profile
Britannia Industries is one of India’s leading food companies with a 100-year legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold and Little Hearts which are household names in India. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which many generations of Indians have grown up with and our brands are cherished and loved in India and the world over. Britannia products are available across the country in close to 5 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The business operates with 13 factories and 4 franchisees selling close to 1 mn loaves daily across more than 100 cities and towns of India.
We have a presence in more than 60 countries across the globe. Our international footprint includes presence in Middle East through local manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a strong contention to leadership and have a similarly strong market position in the other GCC countries. We are also the market leaders in Nepal and are in the process of investing in a manufacturing facility in the country.
Our footprint spreads across North America, Europe, Africa and South-East Asia through exports and we are investing in a state- of- the- art facility in Mundra SEZ, Gujarat, to service the exports markets.
Our strategic expansion plan is based on the principle of ‘One new market a year’. We plan to expand through local operations in Africa and South-East Asia in the coming years.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began working on public private partnership to address malnutrition amongst under-privileged childre and women.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.
Our relentless focus on quality and freshness has won us prestigious accolades including the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality Award.
However, the award that we cherish the most is the one given by our consumers. Britannia is recognized as one of the most trusted, valuable and popular brands among Indian consumers in various reputed surveys.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!