UNIBIC has unveiled a new campaign for its Fruit & Nut Cookies range, built around the playful question of whether the cookies are fruity with nuts or nutty with fruit.
Conceptualised by Theblurr, the campaign uses humour to showcase the product’s defining feature—the generous combination of both fruits and nuts. Rather than favouring one ingredient over the other, the campaign positions their perfect balance as the real differentiator.
The campaign film portrays a light-hearted rivalry between fruits and nuts, using exaggerated interactions to reinforce that both ingredients contribute equally to the taste and character of the cookies.
Developed across strategy, creative, digital, social media, media and content, the campaign marks Theblurr’s first integrated campaign for UNIBIC.
Commenting on the campaign, Vartika Choudhary, Marketing Manager, UNIBIC Cookies, said, “From our earliest conversations, Theblurr demonstrated a deep understanding of both the product and the brand. They recognised that our biggest strength wasn’t something we needed to manufacture creatively; it already existed in every cookie. The team transformed that simple product truth into an engaging integrated campaign that works beautifully across creative, media and digital. What stood out throughout the process was the collaborative spirit and shared commitment to getting every detail right. We’re excited to see consumers engage with a campaign that captures the personality of our brand while celebrating what makes UNIBIC Fruit & Nut Cookies truly distinctive.”
Sainath Saraban, Co-Founder and Chief Creative Officer, Theblurr, said, “From the very beginning, what stood out to us was the product itself. UNIBIC Fruit & Nut Cookies have an abundance of both fruits and nuts, and that gave us a wonderfully simple creative tension to play with. We wanted to build a campaign that was rooted in a genuine product truth while remaining entertaining and memorable. The idea of asking whether these are fruity cookies with nuts or nutty cookies with fruit felt instantly relatable because there isn’t really a wrong answer. The debate itself becomes the story. We’ve had a fantastic team come together to bring the film to life, and we’re excited for consumers to experience a campaign that celebrates what makes the product special in a fresh and engaging way.”
Sharing the agency’s approach, Aatsi Desai Jasani, Co-Founder and Chief Growth Officer, Theblurr, said, “This campaign reflects exactly what Theblurr stands for. We believe the strongest ideas emerge when you stop thinking in silos and start building together. That’s why we blur the lines between strategy, creativity, media and technology. Equally important, we blur the traditional boundaries between client and agency, working as one integrated team with a shared ambition rather than separate responsibilities. Our HumAIne philosophy combines human creativity with intelligent execution to deliver meaningful business impact, and this campaign is a wonderful example of that approach in action. It’s an exciting milestone for us and the kind of partnership we hope becomes the new way brands are built.”
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