Britannia Little Hearts reinvents itself through digital-only approach

Britannia decided to reinvent one of its most loved brands Little Hearts to become more relevant to today’s generation of consumers

e4m by exchange4media Staff
Updated: Oct 30, 2017 12:52 PM

We have all grown up eating Little Hearts biscuits and have many memories associated with it. But does the school goer of today connect with the brand as strongly as we do? Perhaps not. That’s exactly the reason why Britannia decided to reinvent one of its most loved brands Little Hearts to become more relevant to today’s generation of consumers.

While doing this, it was also important for the new campaign to be strongly rooted in the product and its consumption. Speaking about the new campaign, Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said, “The shape of the biscuit is a unique asset to the brand and we decided to leverage it. When we were looking for ways of doing that, we realised that heartbreaks are a big part of tweens’ lives. We therefore decided to take an edgy view of heartbreaks, by urging consumers to “Break Some Hearts” – both figuratively and literally, with Little Hearts biscuits. The other interesting thing about our journey was our realization that we could not talk to today’s tweens through traditional media vehicles. So we decided to be present on platforms most frequented by today’s tweens and make Little Hearts a digital-only brand. This approach has yielded us fabulous results so far with the film garnering record number of views and exceeding all previously set benchmarks on engagement generated.”

Priya Shivakumar, Executive Director, said: “Little Hearts was always the brand that took us down memory lane, which filled us with nostalgia. With this campaign our challenge was to make it relevant to today’s teenagers, give it a fresh new avatar. So we disassociated the heart from all things mushy and gave it a cool new vibe with #BreakSomeHearts. The campaign spoke the language of the youth today, and did it on a medium that kept them engaged. In the bargain the brand became young and cool again, capturing the imagination of the youth and getting a warm reception on all digital channels and in the market as well!”

  • Agency: J W Thompson
  • Executive Creative Director: Priya Shivakumar 
  • Production House: 120 Media Collective - Sniper 
  • Director: Tanvi Gandhi
  • Music: The Jamroom 
On the back of the new campaign, the brand has also clocked its highest ever sales for two months in a row but the proverbial sugar sprinkling on the cookie is the conversations the campaign has managed to generate, indicating that the brand has really found a place in consumers’ hearts again.

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