No Fairytales

01

The Kickoff

With their vegetable tortillas, No Fairytales wants to show that eating healthier doesn't have to be complicated. The challenge: how do you inspire consumers to do smart food swaps while building brand awareness and brand preference in a crowded market?

02

The Game Plan

We developed a media strategy in which reach and brand experience went hand in hand. Through social advertising, programmatic display, apps and Connected TV, we brought attention to the versatility of tortillas.

Central was the idea of the food swap: show how a small change, a burrito, sandwich or quiche with vegetable tortilla, can make a healthier and tasty choice. With recognizable creatives and appealing recipes, we attracted attention in the timeline, on screen and in the supermarket.

To deepen the message, we worked with retargeting and interactive content. In this way, we turned reach into real engagement: consumers reacted, shared their opinions and showed how they themselves applied the foodswap. This created not only visibility, but also dialogue and brand preference.

03

The Score

The campaign provided broad visibility as well as a clear brand boost. No Fairytales was not only seen more often, but also talked about more often. More importantly, we were able to demonstrate that the digital visibility actually translated into store visits and purchase intent!

Thus, in no time, No Fairytales grew from a product you encounter on the shelf to a brand that actively inspires you to eat healthier, with small, achievable steps.

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