Britannia NutriChoice Digestive urges consumers to come ‘half way’ to the healthy, tasty choice

Britannia has launched a multimedia campaign for its biscuit brand NutriChoice Digestive. The TVCs conceptualised by Lowe Lintas and Partners went on air in December.

The films feature the biscuits being compared with healthy options (brown bread, green salad) and junk options (pizza, doughnut).

A film titled ‘salad bowl’ opens with a NutriChoice biscuit landing on the table and being introduced by the voice over. The biscuit moves closer to a large bowl of green salad, before moving towards a chocolate-covered doughnut on the other side. The voice over explains that though the digestive biscuit may not be as healthy as a salad bowl, it is healthier than the chocolatey doughnut. As the biscuit moves to the middle, the voice over says, “Well, we have come half way, now you come half.” A super accompanies the voice over for the sign off: “Loaded with fibre, tasty health biscuits from Britannia Nutrichoice - honestly.”

On similar lines, the TVC titled Pizza has the biscuit pitted midway between a slice of pizza and two slices of brown bread.

Anuradha Narasimhan, director - marketing, Britannia Industries, said, “Britannia Nutrichoice is the youngest pillar brand of Britannia and believes in ‘Sehat and Chahat’ - we believe that healthy snacking is not an oxymoron. We have therefore taken on the crusade of making healthy living easier for our consumers.”

She explained, “Consumers believe they have to give up taste entirely to eat healthy. They believe this to be a huge compromise, even without trying the same. We at Britannia NutriChoice understand that taking the first step into health is not easy and so provide for snacking options which are truly tasty, healthy, products, and we believe these have bridged the taste-health gap. We wanted to invite our consumers to experience the same and we wanted to do this in the ‘right’ manner. We wanted a direct, honest conversation with our consumers and hence we are saying, “We have come half way, now you come half way". Nutrichoice's brand proposition is ‘Tasty Health Biscuits’ with the call to action being captured in 'Now you come half way'."

“The creative handle we used was by comparing our NutriChoice Digestive biscuits with popular expressions of 'tasty' food and 'healthy' food to bring alive the half-way-ness. A bowl of salad, a pizza, a doughnut are references we have used to bring the ‘Tasty Health Biscuits’ proposition alive,” she added. 

The campaign will straddle digital, radio and OOH media.

Credits
Client: Britannia Industries (Nutrichoice)
Creative agency: Lowe Lintas and Partners
Creative team: Rajesh Ramaswamy, Carl Savio