Clean label food brand True Elements, has rolled out its first-ever campaign titled ‘Food That Does Not Lie’. Conceptualised by TBWA India, the films use the humour route to showcase how the product helps users refrain from the ordinary lies that are usually fed to them by food brands.
Of the four films, each highlights one of the product’s from its range.
Each of the films starts with a jingle ‘Truing Truing, What You Doing?’ before it progresses to the story. All the films start with the protagonist lying to the person they’re in conversation with. However, once they eat the products, they speak the truth confidently, while the opposite person gives in too.
Puru Gupta, CEO, co-founder and CEO, True Elements, said, “As we enter our next phase of growth, we need to reach households that are health-conscious but don’t understand the ‘clean label.’ This is our attempt to simplify the world for them and enter their kitchen with our range of breakfast and snacks. We are using a slightly different counter-category approach. Instead of rationally talking about ingredients or functional benefits, we are building salience around ‘not lying’ as a brand which more consumers can resonate with, hopefully.”
Ved Agarwal, head of marketing, True Elements, added, “Through these four films, True Elements endeavours to encourage people to tell what’s true without being bitter but in an innocent way. At the same time, it also aims to drive salience and association for the brand towards the same and it to be deliciously unconditioned. The films will be amplified on video-first platforms such as YouTube, social media and OTT as well as UGC to reach five crore Indians to drive awareness for the brand.”
Govind Pandey, CEO, TBWA India, said, “People have wisened up to the well packaged myth of healthy and tasty in one bundle, and are no longer swayed by empty claims. Our campaign 'Truing Truing what you doing' raises a toast to those who choose clean, healthy and true, in the way they eat, say, and live. The characters, and situations are charming and witty and invite customers into the world of True Elements in a way that they cannot resist biting into.”
Parixit Bhattacharya, managing partner, creative, TBWA, added, “True Elements tells you what’s inside the pack. Even the bit about ‘No cranberry being born sweet’. This fact about the company became the foundation for all its communication. And resulted in work that asks people ‘Truing Truing, what are you doing?”