Campaign details
Brand: Pure Magic ChocolushBrand owner: BritanniaLead agency: McCann WorldgroupContributing agency: Wunderman ThompsonMarket: IndiaIndustries: Bread, biscuits, cakesMedia channels: Events & experiential, Merchandise & free gifts, Point of purchase, in-store, Social media, TelevisionBudget: 1 - 3 million
Executive summary
Food is all about desirability and the premium chocolate filled biscuit category was no different. Rich, indulgent, sensual and lost in taste were the category codes of communication. In an exploding category, Pure Magic Chocolush hadn’t experienced the magic of growth. So, playing to the same...