Conceptualised by Wunderman Thompson, #DeliciouslyEverywhere will be first ever campaign for the Rebel Foods-owned dessert brand ‘Sweet Truth’. Rebels currently owns over 3000 internet restaurants across the world, over 320 cloud kitchens in three countries, and has a presence in 35 cities in India.
With a pan-India presence, Rebel Foods, the world’s largest cloud kitchen company, which has built a global chain of delivery-only restaurants, is collaborating with Wunderman Thompson South Asia to launch its #DeliciouslyEverywhere campaign to Sweet Truth’s bouquet of desserts.
The film revolves around a 10-year-old girl who has to move across cities along with her family which disheartens her. The child is seen unhappy with her parents’ relocation as she has to leave her friends behind. But to her surprise, Sweet Truth dessert brings back those little joys in her life which she had enjoyed in her former city.
Talking about the launch and the partnership with Wunderman Thompson, Nishant Kedia, Vice President, Brands at Rebel Foods, said: “Rebel Foods has always wanted to make the simplest of our consumer experiences, relatable and memorable. The idea behind this advertisement is to build association between the bitter truths of life and the little joys that Sweet Truth gives back. Life by its virtue will always surprise you in a good or bad way, for those tough days, frustrating moments give yourself a break and treat yourself with a delicious desert from Sweet Truth available across 35 cities. The Wunderman Thompson team has done a terrific job at conveying our message to the consumers.”
Referring to the concept behind the campaign, Samarth Shrivastava, Senior VP & Executive Business Director, Wunderman Thompson, Mumbai, added: “Today we are witnessing a lot of cross migrations between cities. Millennials are moving from metropolitan cities to smaller towns in pursuit of better career prospects, environment and lifestyle. When such shifting happens, adults are better equipped to cope with it. Whereas for kids it’s a conundrum, their entire world changes — the Bitter Truth. The strategy was to target these young moving couples and their families by assuring them a lot will change but your Sweet Truth delicious desert will be available. The brand is available across 35 cities. Sweet Truth. Deliciously everywhere!”
Founded by Kallol Banerjee (left) and Jaydeep Barman in 2011, the company has logged revenues of close to ₹600 crore in fiscal year 2020.
Besides Sweet Truth, Rebel Foods has a bouquet of restaurants under its brand umbrella, namely Faasas (the group’s original name), Behrous, Lunch Box, Oven Story, Mandarin Oak, The 500 Calorie Project, Firangi Bake, The Good Bowl, Navarasam, Slay, and The Biryani Life.
Client: Rebel Foods
Brand: Sweet Truth
Client Team: Shoumyan Biswas, Indrajit Ghosh, Nishant Kedia, Sonal Dhatavkar
Agency: Wunderman Thompson, Mumbai
Sr. VP & Executive Business Director: Samarth Shrivastava
Regional Creative Director: Tista Sen
VP & Executive Creative Director: Steven Mathias & Priya Pardiwalla
Creative Team: Rahul Chandwani & Vinayak Gaikwad
Account Management: Soumya Chattopadhyay & Imran Chaudhary
Strategic Planning: Nivedita Sanjai
Agency Producer: Asmit Chachad
Production House: Classic Films
Director: Minto Singh
Producer: Sanjay Narang