In 2017, Bournvita Biscuits wanted to review their strategy as a biscuit brand in a highly competitive market.
For this campaign we focused on how milk and biscuits are universally considered a great combination. But not every healthy thing goes great with milk.
Enter Bournvita Biscuits, an alternative for parents who want to give their kids a quick snack without indulging them with junk food.
Each of our films focused on a bizarre pairing of healthy things with milk. We ended each film with the simple message that Bournvita Biscuits is healthy and goes great with milk!
These films were visually a departure from how Bournvita had been advertising before. Here we embraced the fun element of a category like biscuits but kept the imagery bold, so viewers could still connect with a brand they’d known and loved before.
All three films featured distinct elements and an especially handmade typographic super, created in collaboration with super designer Mira Malhotra, to explain the ingredient story without appearing too technical.
Digital posts created for the campaign, reminding viewers that it's a pretty simple choice deciding what's healthy and goes best with milk.
They were released on the brand's Facebook and Twitter handles, and also featured as web banners on choice online grocery sites.
Below are series of gifs created for the social media handles of the brand, as a fun way to remind viewers that milk goes best with Bournvita Biscuits.
We featured the same child from our commercials and got him to recreate some fun moments with the props, keeping with the lighthearted mood of the original films. Unfortunately none of these were released.
Bournvita Biscuits could keep saying that they’re the best with milk but what did Milk feel about this?
We created an on ground activation, Milk Goes Shopping, where milk bottles stormed into a grocery store, only to go pick up their favourite pack of biscuits.
Much to the amusement of onlookers, giant milk bottles walked in and put on a show, tussling over packs of Bournvita Biscuits in the aisles, only to leave in peace behind the object of their obsession.
The activation went viral, amassing over 4 million views on YouTube, 10 million views on Facebook, with 176 thousand reactions, and even got covered by multiple publications.
The Milk and Biscuit characters now serve as a valuable property of Bournvita Biscuits and are integral to the digital campaigns and promotions the brand is currently producing.