UNIBIC Launches New Campaign Celebrating Fruit & Nut Cookie Debate

UNIBIC has launched a new integrated campaign for its flagship Fruit & Nut Cookies range. The campaign is based on a light-hearted question: is it the generous fruit pieces or crunchy nuts that make the cookies irresistible?

Created by the creative agency Theblurr, the campaign plays on the balance of fruits and nuts to showcase the company's core product proposition and engage in a light-hearted consumer debate. The campaign revolves around the question of whether the cookies are “fruity cookies with nuts” or “nutty cookies with fruit” and ends with the conclusion that the product is unique because it has both ingredients.

The campaign has been created as a fully integrated campaign across strategy, creative, digital, social media, content and media planning. The company said both teams worked collaboratively, from the planning stage to the execution, to ensure a consistent idea across all consumer touchpoints.

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Check out the campaign here: 

Creative Insight:

Using humour and over-the-top storytelling, the campaign film portrays a playful rivalry between fruits and nuts, reinforcing the message that neither ingredient takes centre stage. Instead, the two combine to make the signature taste of UNIBIC Fruit & Nut Cookies.

Commenting on the campaign, Vartika Choudhry, Marketing Manager, UNIBIC Cookies, said the product itself inspired the creative direction.

"From our earliest conversations, Theblurr demonstrated a deep understanding of both the product and the brand. They recognised that our biggest strength wasn't something we needed to manufacture creatively; it already existed in every cookie. The team transformed that simple product truth into an engaging integrated campaign that works beautifully across creative, media and digital," she said.

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She added that the collaborative approach between the brand and agency helped shape a campaign that reflects UNIBIC's personality while celebrating what makes the Fruit & Nut Cookies range unique.

Sainath Saraban, Co-Founder and Chief Creative Officer, Theblurr, said the abundance of fruits and nuts in every cookie provided the central creative insight.

"From the very beginning, what stood out to us was the product itself. UNIBIC Fruit & Nut Cookies have an abundance of both fruits and nuts, and that gave us a wonderfully simple creative tension to play with. The idea of asking whether these are fruity cookies with nuts or nutty cookies with fruit felt instantly relatable because there isn't really a wrong answer. The debate itself becomes the story," he said.