The challenge

How do you get people to see a biscuit as a breakfast option?

Our people-first strategy

Though our behavioural approach we identified the product barrier of belVita not being seen as a breakfast food. We also discovered that rational benefits wouldn’t switch people so we used the behavioural comparison of how Spotify and other music apps makes you feel in the morning and gets you going to reframe belVita.

Our creative solution

Good Mornings – bring to life feeling good through starting the day with music in high travel areas to reframe belVita.

2M
unique trials
81%
recommendation
69%
purchase conversion

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Breaking down breakfast behaviours for belVita

Though our behavioural approach we identified the product barrier of belVita not being seen as a breakfast food. We also discovered that rational benefits wouldn’t switch people so we used the behavioural comparison of how Spotify & other music apps makes you feel in the morning.

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HeyHuman

02074711900 hi@heyhuman.com