Treat promises ‘Fun-in-the-middle’ of its chocolatey, crunchy shell

As kids we always looked forward to those little breaks between school classes or in tuitions – the moment, the teacher exited the room, the class would become our playing field. Our naughtiest and most mischievous avatar would come alive during that small break. Not only is this true for kids today but also, for those tweens who are seeking fleeting moments of uninhibited fun in between their regimented life between schools, tuitions, sports lessons and so on. Bringing this life truth to the forefront is Britannia Treat’s campaign aligned to its new brand proposition – ‘Asli-Treat-is-in-The-Middle’.

Treat is Britannia’s largest selling sandwich creams brand, and it is back with a delicious product range, with crunchier, tastier, shells, and super soft cream in between. The brand’s packaging has also undergone a significant change and is vibrant, clutter breaking with a great shelf- throw. At the core of the brand’s all new recipe for success, lies a key shift - broadening its target audience beyond kids to include tweens and teens.

As the brand steps up its appeal to the new segment of target audience, it attempts to be the partner of mischief for no-holds-barred fun in the middle of a daily routine. The TVC presents the perfect recipe of how to snatch a moment of fun and frolic in between a typical, mundane day. This behavioural insight stemmed from the regimented and rather monotonous lives that tweens and teens live today with school, tuitions, sports lessons, resulting in the craving they have for some moments of pure, unadulterated fun. Hence, ‘Asli-Treat-is-in-The-Middle’ was the coinage that the brand felt best captures what the product delivers and which the brand showcases effectively through a 4 part TVC series capturing free-wheeling moments of fun in different scenarios, leaving you cheerful and reminiscent of your childhood days.

Treat “Asli-Treat-is-in-The-Middle campaign is being launched with a power-packed, hi decibel 360°campaign which will span across multiple mediums including TV and outdoor with a huge focus on amplifying through digital media.

Puneet Kapoor, Executive Creative Director, McCann had this to say, “It’s rare that the main product design idea and the human insight converge the way it did with this brief. Keeping it simple, elegant and a lot of fun was the way to go. But simplicity in communication is what you arrive at eventually if you keep at it. We’re glad that McCann and Britannia teams stuck to it with a beautiful delivery from the Hungry Films team.”

Campaign Credits:

  • Creative Agency: McCann Worldwide
  • Creative Head: Puneet Kapoor
  • Director for the film:  Vijay Sawant
  • Production: Hungry Films
  • Language: Hindi, Marathi, Tamil, Kannada, Malayalam, Bengali, Telugu
  • Four part series TVC – 45sec, 30 sec & 15 sec

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