It’s that time of year again; the sun is showing signs of shining and while as an industry we may have evolved from the bygone era of ‘beach body ready’ self-flagellation as a marketing strategy remains a valid marketing strategy in the dieting industry .

Within this ecosystem Impero’s new campaign for snack brand Fibre One is a welcome breath of fresh air. In place of the tired narrative of dieting, Impero has developed a vibrant strategy;  ‘The Crave Club’ in what will be the biggest campaign in the history of Fibre One in Europe and Australia. Its intention is to increase brand awareness and build a community of like-minded, supportive members who have discovered, with the help of Fibre One, the freedom of having what you crave without any fear of self-judgment. 

Community sits at the heart of the campaign and Impero is looking to create, what it describes as  ‘a new standard of community for Fibre One that liberates its members from any negativity or guilt associated with weight management’.

The Crave Club is about encouraging a feel-good journey towards a healthier, balanced lifestyle. Social content will feel like support from a best friend with snack inspiration, competitions and incentives to offer encouragement and entertainment along the way. Designed to be highly shareable posts will utilise formats such as memes, repurposed User Generated Content and ‘lick-the-screen’ content that celebrates the playful indulgence of the Fibre One range. The brand is also recruiting inspiring influencers to embody The Crave Club spirit, reminding the community that it is OK to have what you crave with ‘try this at home’ style content. 

The Crave Club is also being brought to life with a hero TV commercial and online films, as well as an extensive social media strategy to unite, engage and reward the community, and through retail activations across the UK and Ireland from June 2021. 

Michael Scantelbury, ECD and Founder of Impero, explains: "There is one thing that's always sorely missing from this category - and that's the F word: fun. That's what Fibre One and this new campaign brings. It's designed to be playful, friendly, with a load of tongue-in-cheek. There are enough brands and clubs out there in the world to count our calories and make us feel bad. Fibre One plays to its strengths when it does the exact opposite."

Orestis Foteinias, Europe and Australia Brand Manager of Fibre One, added: “The Fibre One Crave Club is an idea co-created with our consumers. Through extensive research we discovered that weight managers often feel worried about what people think about them and that they’d love the chance to escape for a while with people who are into the same things.”