FRUITY OR NUTTY? UNIBIC SPARKS A PLAYFUL DEBATE

UNIBIC has unveiled a witty new campaign for its Fruit & Nut Cookies, asking whether they are fruity cookies with nuts or nutty cookies with fruit. Conceptualised by Theblurr, the integrated campaign uses humour and rivalry between fruits and nuts to highlight their equal importance, marking Theblurr’s first collaboration with UNIBIC.

UNIBIC has launched a fresh marketing campaign for its Fruit & Nut Cookies range, cleverly built around a simple yet engaging question: is the product a fruity cookie with nuts or a nutty cookie with fruit? The campaign, conceptualised by creative agency Theblurr, avoids favouring one ingredient over the other, instead emphasising that both together define the product’s identity.  

At the heart of the campaign is a humorous film that dramatises a playful rivalry between fruits and nuts. Through exaggerated interactions, the narrative reinforces the idea that each ingredient plays an equally vital role in shaping the taste and character of the cookies. This light-hearted approach ensures the message resonates with consumers while keeping the brand’s tone warm and accessible.  

The campaign has been rolled out across multiple touchpoints, including strategy, creative, digital, social media, media, and content, ensuring a wide reach and consistent storytelling. By integrating these elements, UNIBIC and Theblurr have crafted a cohesive brand experience that not only entertains but also strengthens product recall.  

For Theblurr, this marks its first integrated campaign for UNIBIC, a milestone that underscores the agency’s ability to deliver creative work across diverse platforms. By centring the campaign on a universally relatable debate, the agency has created a narrative that is both memorable and distinctive, positioning UNIBIC’s Fruit & Nut Cookies as a product defined by balance and harmony.  

The campaign’s playful spirit and integrated execution highlight how brands can use humour and everyday debates to build stronger connections with consumers. In celebrating both fruit and nuts equally, UNIBIC has ensured its cookies stand out not just for their taste, but for the story they tell.