From kiddy to cool - Treat promises ‘Fun-in-the-middle’ of its chocolatey, crunchy shell
You can watch the TVC from this link: http://bit.ly/2waDlKj
You can download the TVC from this link: http://bit.ly/2wrm22W
As kids we always looked forward to those little breaks between school classes or in tuitions – the moment, the teacher exited the room, the class would become our playing field. Our naughtiest and most mischievous avatar would come alive during that small break. Not only is this true for kids today but also, for those tweens who are seeking fleeting moments of uninhibited fun in between their regimented life between schools, tuitions, sports lessons and so on. Bringing this life truth to the forefront is Britannia Treat’s campaign aligned to its new brand proposition – ‘Asli-Treat-is-in-The-Middle’.
Treat is Britannia’s largest selling sandwich creams brand, and it is back with a delicious product range, with crunchier, tastier, shells, and super soft cream in between. The brand’s packaging has also undergone a significant change and is vibrant, clutter breaking with a great shelf- throw. At the core of the brand’s all new recipe for success, lies a key shift - broadening its target audience beyond kids to include tweens and teens.
As the brand steps up its appeal to the new segment of target audience, it attempts to be the partner of mischief for no-holds-barred fun in the middle of a daily routine. The TVC presents the perfect recipe of how to snatch a moment of fun and frolic in between a typical, mundane day. This behavioural insight stemmed from the regimented and rather monotonous lives that tweens and teens live today with school, tuitions, sports lessons, resulting in the craving they have for some moments of pure, unadulterated fun. Hence, ‘Asli-Treat-is-in-The-Middle’ was the coinage that the brand felt best captures what the product delivers and which the brand showcases effectively through a 4 part TVC series capturing free-wheeling moments of fun in different scenarios, leaving you cheerful and reminiscent of your childhood days.
Treat “Asli-Treat-is-in-The-Middle” campaign is being launched with a power-packed, hi decibel 360°campaign which will span across multiple mediums including TV and outdoor with a huge focus on amplifying through digital media.
Puneet Kapoor, Executive Creative Director, McCann had this to say, “It’s rare that the main product design idea and the human insight converge the way it did with this brief. Keeping it simple, elegant and a lot of fun was the way to go. But simplicity in communication is what you arrive at eventually if you keep at it. We’re glad that McCann and Britannia teams stuck to it with a beautiful delivery from the Hungry Films team.”
Campaign Credits:
- Creative Agency: McCann Worldwide
- Creative Head: Puneet Kapoor
- Director for the film: Vijay Sawant
- Production: Hungry Films
- Language: Hindi, Marathi, Tamil, Kannada, Malayalam, Bengali, Telugu
- Four part series TVC – 45sec, 30 sec & 15 sec
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. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favourite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 mn loaves daily across more than 73 cities and towns of India.
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 with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.
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.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!