2012 Winners & Shortlists

FATILICIOUS

BrandORGANIC FOODS & CAFE
Product/ServiceHEALTHY EATING
EntrantBPG Dubai, UNITED ARAB EMIRATES
CategoryMerchandising/In-store Marketing & Point of Purchase Displays
Entrant Company:BPG Dubai, UNITED ARAB EMIRATES
Sales Promotion/Advertising Agency:BPG Dubai, UNITED ARAB EMIRATES

The Brief

Obesity is a growing concern and people are yet to wake up to the threat. Organic Foods & Cafe conceptualized an awareness campaign using a cereal box to connote the perils of obesity.

Describe how the promotion developed from concept to implementation

Among the cereal packets in the supermarket is an unusual new product. A faux breakfast cereal, Fatilicious seems real at first glance. You pick it up, look to see what it is about and then discover it has no nutritional benefits at all. On the contrary, it's full of preservatives, saturated fats and chemical additives and even proudly states it's banned in 147 countries! Inside the fatilicious packet is a giveaway t-shirt which dramatizes the effect of sugar, salt, saturated fats etc on your body. The double-sided leaflet in the pack outlines everything you need to know about how to read and interpret nutritional information.

Describe the success of the promotion with both client and consumer including some quantifiable results

The result was an interesting and engaging medium, which was clutter breaking and effective in equal measure and reached over 1000 people. What’s more, it became a big PR story thus getting a vast amount of earned media. The next logical step is to take this idea to schools and teach children the benefits of healthy eating.

Explain why the method of promotion was most relevant to the product or service

We set Fatilicious among breakfast cereals where people often buy products with little nutritional value without realizing it. Fatilicious was designed to be eccentric compared to the others, to inspire curiosity so shoppers pick it up.

Credits

Name Company Role
Prasanna Hegde BPG Creative Director
Richard Nugent BPG Creative Director
Mark Williams BPG Creative Group Head
Carlos Lopez BPG Senior Art Director
Cristina Dandu BPG Art Director
Haja Mohideen BPG Art Director
Rajaram Ojha BPG Creative Group Head
Abdul Shafeek BPG Art Director
Adnan Pirzada BPG Graphic Designer
Faheem Ahmed BPG Executive Director