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.

On the new TVC, head of Britannia Dairy Products Ashok Namboodiri said, “Cheese in western countries is a part of the everyday meal with extremely high per capita consumption. It is part of manifold consumption occasions and is perceived as being full of nutrition. In India however, Cheese is largely slotted as a taste enhancer often associated with fast food and thereby perceived as fattening. Britannia wants to break this myth and talk about the wholesome goodness of Cheese. The basic proposition of ‘A glass of cow’s milk in every slice’ is now taken to the next level by positioning Britannia Cheese as a rich nutritious food packed with Calcium, Protein, and Vitamins and communicated in a popular Indian idiom that is both engaging as well as entertaining.”