Objective:

Relaunch the Treat brand and establish it as a premium cream cookie. A secondary objective was to push the product innovation of Fruit Roll Soft Cookies while building a larger brand umbrella for Treat which could be sustained across thematic and tactical campaigns.

Approach:

The primary audience being kids, we built a campaign around “Treat to le hi lenge” (I will get my Treat by hook or crook) that focuses on the naughty one who would do anything to get his way. We captured the essence of mischief and layered it with a catchy jingle.

Result:

The campaign was an instant hit, with the jingle / tagline (“Treat to le hi lenge” / I will get my Treat by hook or crook) becoming a popular phrase between kids for treats of any kind (birthday parties, car rides, candies etc.). Britannia Treat’s market share in the cream cookie segment grew significantly as the brand recall grew rapidly with well-timed promos, radio spots and school promotions.