Mondelez International's 120-year-old Triscuit brand is relaunching in 2023 with a new 'Unapologetically Wholesome' positioning, featuring celebrity chef Gordon Ramsay. The integrated advertising campaign will focus on Ramsay's rough exterior and softer side, similar to Triscuit crackers being crunchy on the outside but wholesome on the inside.
The campaign, which includes TV, digital and social elements, will encourage consumers to embrace their authentic, unfiltered selves, particularly as many people look for a fresh start at the start of the new year. "The campaign came from the insight that consumers have to play many roles to meet everyday expectations, in which we long for the nourishing moments that allow us to embrace all of who we are — even the unpolished sides," said Caitlin Schell, Triscuit senior brand manager, in a statement.
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Triscuit Leverages Gordon Ramsay in Unapologetically Wholesome Campaign
Trend Themes
1. Unapologetically Wholesome Positioning - Triscuit's new 'Unapologetically Wholesome' positioning leveraging Gordon Ramsay encourages consumers to embrace their authentic selves and presents opportunities for brands to adopt purpose-driven messaging.
2. Celebrity Endorsement Advertising Campaigns - By leveraging a celebrity like Gordon Ramsay for its advertising campaign, Triscuit creates a relatable persona that resonates with the audience and presents opportunities for other brands to collaborate with influencers.
3. Nourishing Moments Branding - The insight that consumers seek nourishing moments that allow them to be their unpolished selves presents opportunities for brands to create messaging that highlights the benefits of self-care and authenticity.
Industry Implications
1. Food and Beverage - As Triscuit repositions its brand to appeal to consumers seeking wholesome offerings, other food and beverage brands can consider exploring purpose-driven branding centered around health and wellness.
2. Advertising and Marketing - By embracing purpose-driven messaging and celebrity endorsements like Triscuit's campaign with Gordon Ramsay, companies in the advertising and marketing industry can create impactful campaigns that resonate with audiences.
3. Personal Care - Triscuit's focus on embracing unpolished sides to encourage self-acceptance and nourishing moments presents opportunities for personal care brands to create messaging that aligns with consumers' desire for authenticity and self-care.