Britannia Industries has launched a new campaign titled #EatHappens to promote its latest cookie range, Good Day Chunkies. The new line includes two variants: Divine Chocochip and Tropical Coconut.
Conceptualised by McCann Worldgroup, the campaign presents the cookies as animated characters that interact with each other before being eaten. The series includes short 20-second films, each ending with the cookies being consumed. Scenarios featured in the campaign include the cookies making travel plans, meeting each other, and listing things to do, all ending in the same way — with the cookie no longer around.
Archana Balaraman, General Manager – Marketing, Britannia Industries, said: “Good Day Chunkies has always been about offering an indulgent, feel-good cookie experience. With #EatHappens, we wanted to bring alive the playful, irresistible nature of the product in a way that feels fun and rooted in edgy humor. The campaign turns our Chunkies into characters you can connect with, cookies that feel alive with plans, dreams, and quirky personalities. Through these films, we’re celebrating that universal moment when you just can’t help but take another bite. It’s a lighthearted reminder that when the cookies are this good, there’s really no stopping yourself from taking a bite.”
Sambit Mohanty, Creative Head (North & South), McCann Worldgroup, added: “Good Day Chunkies in their all-new avatar, are the crunchiest, munchiest, most delicious cookies ever. Our campaign wittily depicts their lives getting a bit roughly interrupted because they get devoured after all.”
The campaign is available through a set of animated videos titled Meeting Each Other, Goa Plans, and 10 Things to Do.
