Cheese snack brand Babybel, from Chicago-based Bel Brands USA, said it is launching a new campaign with the mission of inspiring consumers to “Join the Goodness.” The campaign kicked off in mid-July with an action-packed ad spot, and is designed to inspire people to build a lifestyle centered around more balanced snacking options.
The spot, also titled "Join the Goodness," resembles a movie trailer featuring both real imagery and consumer-generated imagery; it was created by Havas in partnership with SOLAB, Oscar-winning director Hervé de Crecy and PLATIGE, a multi-awarded animation studio. The spot comes in :15, :30 and full :60 second cuts and immerses consumers in a fantasy world filled with temptation, Babybel said. The Babybel league — mini cheese heroes in red wax costumes — saves the day, joyfully inviting consumers to Join the Goodness with more mindful eating habits and a balanced, diversified diet.
"We had loads of fun in making this 'real' blockbuster trailer. It was crucial to tick all the boxes: Pure entertainment, brilliant special effects, all the codes of a Hollywood movie with unhinged creativity," said Stéphane Xiberras, head of Havas Global Creative Council.
Mini Babybel is 100% real cheese made with simple ingredients: milk, salt and microbial enzymes with no artificial colors, flavors or preservatives, the brand noted. The unique individually wrapped portion makes it possible to consume just the right amount.
"We know temptation is all around us when it comes to snacking, that's why we're inspiring everyone to Join the Goodness by choosing to snack on Babybel," said Melanie Nemoy, Babybel USA brand director. "With Babybel, you can feel good about the snack choices you make without compromising on taste. Our iconic wax shell covers a perfectly portioned snack of 100% real cheese."
The campaign message will be amplified across national TV, digital, public relations, influencer and in-store retail channels through the end of the year, Babybel said. It is accompanied by the launch of new product packaging as part of a global rebranding. The packaging will begin to hit shelves at most national retailers across the United States starting in August.