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Case Studies


OMD UK Snack A Jacks ‘Naked Truth’ campaign

OMD UK Snack A Jacks ‘Naked Truth’ campaign

Low fat snacks is a busy market, driven by functional benefits.

Snack A Jacks needed to differentiate themselves and move away from the generic claims that ‘low fat’ means ‘low taste’.

This was the marketing challenge facing OMD UK.

After speaking to their women’s panel, OMD UK discovered that women were fed up of being sold a dream they can’t have. 

This gave OMD UK their campaign thought – Snack A Jacks will bring you the ‘Naked Truth’ in the world of celebrity appearances and fad diets. 

This campaign shows how OMD UK took a central idea, giving consumers the Naked Truth, and then expanded it across print TV and online.

Click on the link below to see in full how the campaign was carried out.

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