Unibic Foods set for ‘360 degree’ campaign to promote Daily Digestive variants

Cookie manufacturer ready to gain foothold in North & Central India with TV, digital, cinema, outdoor campaigns

e4m by exchange4media Staff
Updated: Dec 22, 2018 9:00 AM

Cookie manufacturer Unibic Foods is all set to launch a new campaign, featuring their Daily Digestive variants, across several platforms: television, digital, cinemas, outdoor and store branding.  

This year, Unibic Foods is all set to establish their foothold in North and Central India with their new television, digital, cinemas and outdoor campaigns. With one sugar-free variant under the same range Unibic has transformed its recipes into creating cookies which are beneficially high in fibre as well. 

Commenting on the launch, Aarti Iyer Marketing Head, Unibic Foods said, “We are delighted to bring Unibic Foods to a larger platform by incorporating a 360 degree approach that includes television, radio, digital and outdoor activities as part of our campaign. Staying in sync with today's digital era, we are aware that these platforms are the most nuanced and fastest ways to reach our customers. Eating healthy is the buzzword today and rightly so, and with that in mind we are focusing on healthy snacking options and understanding the preferences of each individual. Our aim is to create new products at regular intervals, which will suit the Indian palette, tastes and preferences.”  

“The challenge here was how do we communicate this to consumers. That’s when we hit upon the analogy of servicing our vehicles. Just the way we periodically service our vehicles at service centres, it is important to ‘service’ the digestive system with sufficient fibre, so it remains clean and healthy. It was this analogy that we choose to go with for Unibic Daily Digestive Cookies and encourage consumers to have their share of fibre daily.” 

Unibic Foods have recently ventured into the snack bar segment, focusing on fitness and health, ensuring that each snack bar has a balanced essential nutrient. The new campaign is structured in a way to garner more publicity in terms of brand awareness.

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