October 12, 2020
Unity delivers new creative work for Bayer Consumer Health
As part of an integrated campaign developed by Unity, Bayer owned heartburn and indigestion brand Rennie launched a tongue in cheek Tinder campaign this week, the latest phase of its Fall back in Love with Food creative.
The campaign, running until 2nd November on the dating app utilises Tinder’s Branded Profile Cards to create human personas – “Chip and Marg” – of our favourite foods, encouraging consumers to flirt with them for rewards.
More widely, the campaign also encompasses paid social, earned media and bespoke research exploring the nation’s eating habits and how these have been impacted by lockdown, with Rennie partnering with Chartered psychologist Honey Langcaster-James to provide expert analysis on the findings.
At the heart of the cheeky activation – which encourages users to flirt and fall back in love with their favourite foods – is a unique and innovative Tinder collaboration. Through the Tinder platform, users are encouraged to flirt with their favourite foods for the chance to win on the spot food rewards. The partnership is amplified via earned, social and digital media components.
In addition, the brand also launched research exploring the nation’s eating habits and how these have been impacted by lockdown, partnering with Chartered psychologist Honey Langcaster-James to provide expert analysis on the findings.
Working with Unity, Rennie, which is part of Bayer Global, has brought the multidimensional campaign to life to drive engagement, awareness and brand affinity for its bestselling heartburn and indigestion tablet brand, using light-hearted humour to reflect the brand‘s personality.
Amy Wakelam, Brand Lead of Rennie commented: “Given how food-focussed we’ve become during lockdown, the concept of ‘Falling Back in Love with Food’ couldn’t be more relevant. Not only does our data show that consumer eating habits have changed, but it also shows they are likely to stick well-beyond lockdown. We all love to treat ourselves and the campaign is a little bit of fun to show customers that Rennie is always here when they need us.”
Samantha Losey, Managing Partner at Unity, commented: “This is our first work with Rennie and Bayer and we are delighted to have been able to get it out the door in these challenging times. It speaks to one of life’s great pleasures, the enjoyment of food and does so in way that is fun, culturally relevant and engaging.”
The ‘Fall Back in Love with Food’ – campaign launched in March this year – has already featured a multi-channel campaign featuring TV, YouTube, Social & Display in the first half of the year.