UNIBIC has launched a new campaign for its flagship Fruit & Nut Cookies range, built around a simple consumer question: what makes the cookie irresistible, the generous fruit inclusions or the rich, crunchy nuts?
Created by Theblurr, the campaign takes inspiration from the product’s core proposition, turning the balance of fruits and nuts into a playful debate. Framed as a choice between “fruity cookies with nuts” and “nutty cookies with fruit”, the campaign concludes that the cookies are equally delicious either way.
The campaign has been developed as an integrated initiative spanning strategy, creative, digital, social, media and content. According to the brand, UNIBIC and Theblurr collaborated from the early planning stages through execution to create a single creative idea that could be adapted across multiple consumer touchpoints.
At the centre of the campaign is a film that uses humour and exaggeration to depict a spirited rivalry between the fruit and the nuts. The narrative reinforces the product proposition that neither ingredient overpowers the other; instead, their combination delivers the signature taste of UNIBIC’s Fruit & Nut Cookies.
Through the campaign, UNIBIC aims to celebrate the product’s distinctive ingredient mix while engaging consumers with a relatable and light-hearted storytelling approach.
Speaking about the partnership, Vartika Choudhry, Marketing Manager, Unibic Cookies, added, “From our earliest conversations, Theblurr demonstrated a deep understanding of both the product and the brand. They recognised that our biggest strength wasn’t something we needed to manufacture creatively; it already existed in every cookie. The team transformed that simple product truth into an engaging integrated campaign that works beautifully across creative, media and digital.”
She also said, “What stood out throughout the process was the collaborative spirit and shared commitment to getting every detail right. We’re excited to see consumers engage with a campaign that captures the personality of our brand while celebrating what makes Unibic Fruit & Nut Cookies truly distinctive.”
Commenting on the campaign, Sainath Saraban, Co-Founder and CCO, Theblurr, said, “From the very beginning, what stood out to us was the product itself. UNIBIC Fruit & Nut Cookies have an abundance of both fruits and nuts, and that gave us a wonderfully simple creative tension to play with. We wanted to build a campaign that was rooted in a genuine product truth while remaining entertaining and memorable.
“This campaign reflects exactly what TheBlurr stands for. We believe the strongest ideas emerge when you stop thinking in silos and start building together. That’s why we blur the lines between strategy, creativity, media and technology. Equally important, we blur the traditional boundaries between client and agency, working as one integrated team with a shared ambition rather than separate responsibilities,” stated Aatsi Desai Jasani, Co-founder & Chief Growth Officer, Theblurr, on the launch of the campaign.
“Our HumAIne philosophy combines human creativity with intelligent execution to deliver meaningful business impact, and this campaign is a wonderful example of that approach in action. It’s an exciting milestone for us and the kind of partnership we hope becomes the new way brands are built,” she added.
