MUMBAI: Britannia cheese has launched a new campaign conceptulaised by McCann Erickson.
With the junk food gaining popularity and mothers’ considering cheese fattening and unhealthy since they usually link cheese to pizza, burgers etc, and the brand wanted to break away from the tag. The new TVC shows a young boy telling his mother about the nutritional components (protein, vitamin A and calcium) of cheese.
Through the campaign the brand wants to fight the perception of it being unhealthy and the ad stays true to the actual nutrition in a slice of Britannia cheese. The brief given to the agency was to explore consumption of Britannia cheese in India by removing barriers. The film is the first effort in this direction to remove perceptional barriers. There are other barriers of category affordability and availability. In coming months there will be a series of activity focused to reducing these barriers.
It takes the message of “A glass of Cow‘s milk in every slice" story one step further to define the goodness in cheese.