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UNIBIC Fruit & Nut Cookies Get Playful New Push via Theblurr

Ad Tribe! Bureau2 min read
UNIBIC Fruit & Nut Cookies Get Playful New Push via Theblurr

Theblurr has launched its first integrated campaign for UNIBIC, marking the agency's debut work for the brand. Built around UNIBIC's Fruit & Nut Cookies range, the campaign poses a simple yet engaging consumer question: what makes the cookie truly irresistible, the generous fruit inclusions or the rich, crunchy nuts?

  • Theblurr launches its first integrated campaign for UNIBIC
  • For UNIBIC's Fruit & Nut Cookies range
  • Question at the core: is it a fruity cookie with nuts, or a nutty cookie with fruit?
  • Spans strategy, creative, digital, social, media and content

The Creative Idea Behind the UNIBIC Campaign

The core idea plays out through a campaign film that leans into humour and exaggeration to bring the debate to life. Framing the question as whether UNIBIC's cookies are fruity cookies with nuts, or nutty cookies with fruit, the film stages a lighthearted rivalry between the two ingredients, each vying for credit for making the cookie irresistible. Rather than picking a side, the narrative resolves with a simple, satisfying answer: the cookies are delicious either way. This approach lets the brand celebrate both the fruit and nut elements of the product without diminishing either, turning a straightforward product attribute into an entertaining piece of storytelling that invites consumers to weigh in on the debate themselves.

An Integrated Approach Across Strategy and Content

Beyond the film, the campaign was developed as a fully integrated initiative, with Theblurr handling strategy, creative, digital, social, media and content under one roof. This end-to-end scope meant the fruit-versus-nut narrative could be shaped consistently from the ground up, rather than being adapted piecemeal across channels. The strategic groundwork behind the campaign informed the creative direction of the film, while the same central idea was extended into digital and social executions and supported by dedicated media planning. For Theblurr, the campaign represents an opportunity to demonstrate integrated capabilities across the full marketing funnel on a debut project for UNIBIC, using a single consumer-facing question to unify every element of the work.

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