Rebel Foods has partnered with Wunderman Thompson South Asia to launch the first brand campaign for its pan-India dessert brand, Sweet Truth. Conceptualised by Wunderman Thompson, the film showcases the story of a family who has to relocate cities with their 10-year-old daughter. The kid, is of course, unhappy with the relocation leaving all her friends behind. They are able to help her feel happy again by order Sweet Truth desserts that she enjoyed in the city they were living in earlier.
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Commenting on the campaign, Nishant Kedia, Vice President, Brands at Rebel Foods said, “Rebel Foods has always wanted to make the simplest of our consumer experiences, relatable and memorable. The idea behind this advertisement is to build an association between the bitter truths of life and the little joys that Sweet Truth gives back. The Wunderman Thompson team has done a terrific job at conveying our message to the consumers.”
Samarth Shrivastava, Senior VP & Executive Business Director Wunderman Thompson, Mumbai, further added, “Today we are witnessing a lot of cross migrations between cities. Millennials are moving from metropolitan cities to smaller towns in pursuit of better career prospects, environment and lifestyle. When such shifting happens, adults are better equipped to cope with it. Whereas for kids it’s a conundrum, their entire world changes — the Bitter Truth. The strategy was to target these young moving couples and their families by assuring them a lot will change but your Sweet Truth delicious dessert will be available.”
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