2010 Winners & Shortlists

Results and Effectiveness

This brand campaign is still running, and once it ends, a brand recall study will be done to measure the results of the communication.

Creative Execution

The creative showed the opening mechanisms of different packs of Puck, like the tab of a can, or the tear-off strip of a pack or the cutting marks of a Tetrapak, revealing the freshness of pure nature. We took the physical environment and adapted it to become both media as well as creative. Small billboards were placed in public parks and gardens. Each billboard was totally transparent so the viewer saw the existing beauty of the greenery in the park. In the corner of the billboard was printed the opening mechanism of a product pack.

Insights, Strategy and the Idea

THE BRIEF Bring alive the Puck brand promise “the mild taste of pure nature” in a refreshingly different way. Families, especially housewives, are the target audience, they are aware of the Puck brand. The campaign is to reinforce the brand promise in their minds. While the imagery of the campaign reflects the brand promise, it also resonates with the target audience because everyone prefers food that comes from the natural countryside rather than from “factory farms”. THE IDEA The creative idea was to visually dramatize the freshness contained in different kinds of Puck product packs.