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Rebel Foods Tells a ‘Sweet Truth’ in First-Ever Campaign for the Tasty Dessert Brand

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Wunderman Thompson South Asia's campaign showcases the story of a family who relocate, with the sweet dessert as the daughter's method of rediscovering happiness

Rebel Foods Tells a ‘Sweet Truth’ in First-Ever Campaign for the Tasty Dessert Brand
The world’s largest cloud kitchen company, Rebel Foods, has partnered Wunderman Thompson South Asia to launch the first ever brand campaign of its dessert brand ‘Sweet Truth’.

The ‘#DeliciouslyEverywhere’ campaign brings to life the visually appealing and tasty desserts that Sweet Truth offers, not to mention its pan India presence. 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. Enter brand ‘Sweet Truth’ – which brings back a little joy in her life, a much loved dessert brand she enjoyed in her erstwhile city.


Commenting on this, 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 association between the bitter truths of life and the little joys that Sweet Truth gives back. Life by its virtue will always surprise you in a good or bad way, for those tough days, frustrating moments give yourself a break and treat yourself with a delicious desert from Sweet Truth available across 35 cities. The Wunderman Thompson team has done a terrific job at conveying our message to the consumers.”


Senior VP and executive business director, Wunderman Thompson Mumbai, Samarth Shrivastava, 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 desert will be available. The brand is available across 35 cities. Sweet Truth. Deliciously everywhere!”

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Client

Client: Rebel Foods

Brand: Sweet Truth

Client Team: Shoumyan Biswas, Indrajit Ghosh, Nishant Kedia and Sonal Dhatavkar

Agency

Agency: Wunderman Thompson South Asia

Sr. VP and Executive Business Director: Samarth Shrivastava

Regional Creative Director: Tista Sen

VP and Executive Creative Director: Steven Mathias and Priya Pardiwalla

Creative Team: Rahul Chandwani and Vinayak Gaikwad

Account Management: Soumya Chattopadhyay and Imran Chaudhary

Strategic Planning: Nivedita Sanjai

Agency Producer: Asmit Chachad

Production

Production House: Classic Films

Director: Minto Singh

Producer: Sanjay Narang

Categories: Food, Desserts

Wunderman Thompson South Asia, Thu, 15 Oct 2020 12:20:34 GMT