2019 Winners & Shortlists

Background.

"Diabesity” is the number one health threat in the MENA region and is expected to increase by 110% to endanger 82 million people by 2045. Imbalanced eating habits (only 38% in GCC eat fresh fruit and vegetables), high consumption of sugar (average UAE person consumer 213kg per year) and a sedentary lifestyle (60% men, 73% women are physically inactive) are some of the key reasons behind this. UAE, in particular has a high incidence of diabetes standing at 15.6% for adults. And yet a UAE resident drinks an average of 103 Litres of soft drinks a year and an average adult consumes 3,000 calories per day. Britannia Digestive, as a sugar-free, high-fibre biscuits brand, aimed to draw the urban consumer's attention to their healthy product while also driving a behavioral change in snacking habits of the region.

Describe the creative idea.

Snacking on unhealthy foods feels great for for a while. But that feeling quickly vanishes and turns to guilt, regret and other unhealthy feelings.

Describe the strategy.

Our studies into snacking habits in the GCC suggested that 39% adults snack around thrice as day, 34% snack twice. Being an all-day affair, there are four types of snacking that follow - hungry snacking, pleasure snacking, comfort snaking and social snacking. For every type of snacking there are three options - indulgent/mindless (chips, fries, savory crackers), yum/cravings (chocolate bars/wafers, deserts, filled/sandwiched cakes, gums) and a very small portion of health-minded (fruits, nuts, protein bars).  Our research suggested that an alarming rate of consumers keeo choosing the first two over the healthier choice every time. Whether out of compulsion or out of stress, they end up eating junk and then feel bad about it. And the circle continues. Our strategic task was to remind snackers that it's better to snack healthier every time than to be guilt-ridden later.

Describe the execution.

The execution shows unhealthy snacks contorting into words like "guilt" and "regret", depicting what we really feel when we snack on them. As the copy below communicates, to snack on Britannia biscuits which are regret-free and guilt-free.

List the results.

The ads were circulated on weekdays on a widely-read print media outlet which attracts a lot of lifestyle and food enthusiasts. There was considerable impact from the campaign as the communication caught our target consumers unaware in the middle of their prime snacking hours and reminded them at it's better to go for the healthier choice than regret later from eating delicious-looking, high-sugary junk.