Britannia:
The School of Snacking
• Back to school campaign
What: Digital, Content
Who: Britannia Arabia
How: Films, Social Media, Influencer Marketing
A Prime Time for
Family Shopping
and Discounts
Back-to-school is a busy season, with brands across the spectrum blitzing campaigns at kids. In such a scenario, a run-of-the-mill message was never going to cut it. Britannia needed to stand out and stand tall. The challenge was to deliver a relevant message in the context of ‘school’.
Problem…
During this time, the market is flooded with tactical
promos. Reward-based offerings create a clutter
that’s tough to stand out in. How do you get your tar-
get’s attention without pandering to this cliché?
…solved
We turned the idea of ‘schooling’ on its
head and got kids to “teach” adults how to
snack. With a series of insight-based com-
munication pieces, we brought this idea to
life.
The insight
As kids, we all knew how to have fun. But as we
grew up, responsibilities and routines made us
lose that ability to let our hair down. So, we de-
cided to make parents relearn the joy of discov-
ering fun in things (such as snacking).
Concept
‘The School of Snacking’ brought together elements of school life and delights of
snacking. We got kids, the obvious experts in “fun”, to impart wisdom to grown-ups
about letting their hair down.
The Rollout
The client’s faith in the idea ran so deep, they even allowed us to change their logo on
social media to one that looked like a kid’s drawing! From videos to Insta take-overs, no stone was left unturned. Kids teaching snack hacks. Kids giving packing tips. Each execution had the brand’s product front and centre, wrapped neatly in an engaging idea.
Anthem Engagement
A school anthem was composed and released. The catchy tune was picked
up by various dance academies and individuals who then added their own
choreographed steps and recreated the magic.
Influencer Activation
Both adult and kid influencers were brought onboard to create engaging
content around ‘The School of Snacking’ and the Britannia Anthem.
Uptick
Aggregate reach:
3.13m
Impressions
1.2m
clickthroughs to commerce
50K
CTR
0.32%
Average engagement rate:
43.36%
Reach:
1.09m
CTR:
0.7
clickthroughs to commerce :
20k+
Interest to view rate:
25%
Average completion rate:
37%
