Unveiling the goodness inside
Objective: To assist Parle in entering the health segment by launching digestive cookies under a single unified brand that should be unique & relevant to consumers
Mindful Eating – Unveiling the Goodness Strategy: As food-related health problems persist, people are looking out for simple ways to help them eat healthier. Yet most consumers feel that there is a disconnect between what these brands promise and what they deliver, thereby making food choices unnecessarily complicated. Also there is a lot of indirect fear mongering and guilt that most health brands indulge in. On the contrary to conventional thinking in health food segment, Simply Good is uniquely positioned on the platform of “Mindful Eating” that talks about sharing a joyful relationship with food and not that of struggle or fear. Simply Good is about experiencing wellbeing through joy of eating good food and savoring the hundred small little joys associated with it.