Soyjoy goes on offensive against bad snacks

In a scene reminiscent of old western movies, the French Fries Man is captured by vigilantes and torn apart into pieces by a horse. Sounds violent? Hardly. Building on the success of last year’s ‘Much Effort, Little Effort’ campaign, which helped to establish SOYJOY as a low GI bar beneficial to weight management, SOYJOY and Ogilvy & Mather Singapore have launched ‘Anti-Snack’: a three-part animated series that portray SOYJOY as the perfect antidote against unhealthy snacks in a similarly humorous manner.

Titled “Showdown at Hawthorn Village”, “The Massacre of Fries” and “The Last Revenge”, the mini webisodes can be found at the SOYJOY website. In each webisode, various characters take on junk food such as curry puffs, donuts, French fries and fried chicken, aided by low GI SOYJOY bars. The villains are ultimately slain, and consumers are encouraged to take the Anti-Snack pledge.

Said Troy Lim, Creative Director, Ogilvy & Mather Advertising Singapore, “Most women have constant battles with their weight, and more often than not, the common enemy to weight management is unhealthy snacking. By positioning SOYJOY as the ‘Anti-Snack’, we want women to feel empowered to ‘Fight Bad Snacks’ with low GI SOYJOY.”

Targeting women between 25 to 35-years-old, the online  campaign is also accompanied by an event that happened on September 16 and 17. The four bad snacks made an appearance and consumers got to win attractive prizes by shooting at them with toy guns.

Added Jon Loke, Head of Art, Ogilvy & Mather Singapore, “The campaign lives predominantly in the online space, because we’re targeting upwardly mobile women who spend a large part of their time on the move. Online is the perfect medium to reach them while they’re out and about.”

The online campaign also dovetails with the launch of the SOYJOY website in July. Within the first two months of its launch in July, the website has garnered more than 26,000 hits.