Britannia has recently launched Good Day Chunkies, a new range of cookies with two variants, Divine Chocochip and Tropical Coconut.
The brand’s latest campaign, conceptualized by McCann Worldgroup, delivers a playful and memorable message at its core: #EatHappens. The campaign features Britannia Good Day Chunkies as lively, relatable characters who walk, talk, dream, and inevitably get eaten. It’s a fun nod to the reality that no matter what they plan, their destiny is sealed the moment they leave the pack.
The campaign kicks off with bite-sized 20-second animated films showcasing Britannia Good Day Chunkies’ short-lived adventures. Whether they are trying to make Goa plans, meeting each other or plotting ‘10 things to do’, each story ends the same way. The cookie’s gone. Resting in pieces.
Speaking on the campaign, Archana Balaraman, general manager – marketing, Britannia Industries, said, “Good Day Chunkies has always been about offering an indulgent, feel-good cookie experience. With #EatHappens, we wanted to bring alive the playful, irresistible nature of the product in a way that feels fun and rooted in edgy humor. The campaign turns our Chunkies into characters you can connect with, cookies that feel alive with plans, dreams, and quirky personalities. Through these films, we’re celebrating that universal moment when you just can’t help but take another bite. It’s a lighthearted reminder that when the cookies are this good, there’s really no stopping yourself from taking a bite.”
Sambit Mohanty, creative head (North & South) McCann Worldgroup said, “Good Day Chunkies in their all-new avatar, are the crunchiest, munchiest, most delicious cookies ever. Our campaign wittily depicts their lives getting a bit roughly interrupted because they get devoured after all.”
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Naresh Khanna – 10 February 2025
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