Through research, we found that the target audience is attracted to brands that are aligned to their current and past values. They value heritage for familiarity but do not wish to be perceived as following traditions blindly. Hence, our strategy for Fresh On was to own the pillar of comfort, by integrating the perceived comfort that consumers associate with a brand they trust and the product’s functional benefit of providing relief to discomfort.

Over the campaign duration, a higher than expected number of leads were gained, and reach and engagement superseded the targets set by the brand.