UNIBIC has rolled out a new campaign for its Fruit & Nut Cookies range, built around a playful debate: is it a fruity cookie with nuts, or a nutty cookie with fruit? Created by Theblurr, the campaign leans into this question to spotlight the fact that both ingredients are present in equal measure – and that neither one needs to win.
The campaign film uses humour and exaggeration to stage a mock rivalry between fruit and nuts, with their back-and-forth banter driving home the idea that the cookie’s appeal lies in the combination, not a hierarchy. Developed across strategy, creative, digital, social media, media and content, the campaign marks Theblurr’s first integrated mandate for UNIBIC.
Vartika Choudhry, marketing manager at Unibic Cookies, said Theblurr grasped early on that the brand’s strength didn’t need to be manufactured – it was already baked into the product. She added that the agency turned this simple truth into a campaign that holds together across creative, media and digital touchpoints.
Sainath Saraban, co-founder and CCO at Theblurr, said the abundance of both fruits and nuts in the product gave the team a natural creative tension to build on, calling the debate “relatable” since there’s no wrong answer.
Aatsi Desai Jasani, co-founder and chief growth officer at Theblurr, tied the work to the agency’s “HumAIne” philosophy, describing it as blurring the lines between strategy, creativity, media and technology – and between client and agency – to function as one integrated team.
