India – Ditching over-the-top claims, Britannia is serving a dose of honesty with its latest “Face the Facts” campaign — a bold refresh of its NutriChoice packaging that brings a candid, no-frills perspective to everyday snacking.
Conceptualised by Lowe Lintas, the campaign embraces the product for what it is — a cookie made entirely with whole wheat and packed with fibre. It presents itself as a mindful snacking option for everyday moments, without positioning itself as a replacement for kale or broccoli.
With this approach, Britannia NutriChoice moves away from the familiar marketing strategy of comparing cookies to superfoods. Instead, it leans into a more straightforward message: “We’re a cookie, and proud of it! ”
The campaign highlights a shift in messaging that acknowledges the everyday appeal of snacking while recognising consumers’ interest in making more informed choices. Rather than overpromising, NutriChoice adopts a straightforward approach, focusing on transparency over trend-driven claims.
Speaking on the campaign, Archana Balaraman, general manager for marketing at Britannia Industries Ltd, said, “Our Face the Facts campaign goes beyond a simple visual update. It is about opening a clear and direct dialogue with our consumers. The new NutriChoice packaging is a reflection of our honest approach — it sets the tone right from the first glance, without dressing things up. We want to empower consumers with knowledge, allowing them to confidently incorporate our cookies into their daily snack time.”
Vasudha Misra, president (creative) at Lowe Lintas, added, “With this packaging refresh, we wanted to cut through the noise and simply put the truth out there. It’s about empowering our consumers with clear information so they can feel good about enjoying a Britannia NutriChoice with their daily chai.”
