LACTEL Milk & Yogurt TV Campaign – “Be on Your Nature”

Introduction:

With a focus on health and authenticity, LACTEL aimed to educate and engage the Egyptian market through their “Be on Your Nature” campaign. This initiative was designed to highlight the often deceptive nature of appearances, stressing that not all products are created equal and emphasizing the health benefits of LACTEL’s milk and yogurt. The campaign used humor to relay its message, proving to be not only effective but also viral on social media.

Strategy:

The core of the campaign revolved around the message that appearances can be deceiving and that consumers should be discerning when it comes to the products they choose for their health. LACTEL employed a comedic approach, using humor to make the message both engaging and memorable.

Execution:

1. Creative Concept: The campaign used a series of comedic sketches where everyday scenarios depicted individuals being deceived by appearances, only to later realize their mistake. These scenarios were humorously exaggerated to drive home the point that just like appearances can deceive, so can the quality of products.
2. TV Commercials: Multiple TV ads were produced, each portraying different humorous situations. For example, one ad might show a person mistaking a wax fruit for a real one and attempting to eat it, drawing a parallel to how some dairy products can be misleading in their health claims.
3. Tagline: Each ad ended with the slogan, “Be on Your Nature,” urging viewers to choose LACTEL for its authentic and quality assurances.
4. Social Media Campaign: The TV commercials were shared across social media platforms, where they quickly went viral. LACTEL encouraged user participation by asking followers to share their personal stories and experiences of being deceived by appearances using the hashtag #BeOnYourNature.
5. Influencer Collaborations: LACTEL partnered with popular Egyptian influencers to spread the message further. These influencers shared their own comedic experiences and endorsed LACTEL products, lending credibility and reach to the campaign.Execution:
   1. Creative Concept: The campaign used a series of comedic sketches where everyday scenarios depicted individuals being deceived by appearances, only to later realize their mistake. These scenarios were humorously exaggerated to drive home the point that just like appearances can deceive, so can the quality of products.
   2. TV Commercials: Multiple TV ads were produced, each portraying different humorous situations. For example, one ad might show a person mistaking a wax fruit for a real one and attempting to eat it, drawing a parallel to how some dairy products can be misleading in their health claims.
   3. Tagline: Each ad ended with the slogan, “Be on Your Nature,” urging viewers to choose LACTEL for its authentic and quality assurances.
   4. Social Media Campaign: The TV commercials were shared across social media platforms, where they quickly went viral. LACTEL encouraged user participation by asking followers to share their personal stories and experiences of being deceived by appearances using the hashtag #BeOnYourNature.
   5. Influencer Collaborations: LACTEL partnered with popular Egyptian influencers to spread the message further. These influencers shared their own comedic experiences and endorsed LACTEL products, lending credibility and reach to the campaign.