TBWA\Thailand tricks hungry dieters via new campaign promoting Meiji Yoghurt Double Zero

TBWA\Thailand has collaborated with Meiji Yoghurt Double Zero to create this ‘Keeps Hunger at Bay’ print campaign, illustrating how when dieters are hungry, they can see every inedible object as food.

Meiji Yoghurt recently launched its new product Meiji Yoghurt Double Zero to cater to the growing market of dieters in the Thailand. This non-fat yogurt has zero added sugar and added grains, such as barley, oat, and wheat, which are designed to keep dieters feeling full for longer while dieting.

Through surveys, TBWA\Thailand discovered an interesting insight about Thai dieters – they tend to skip meals or limit their calorie intake to control their weight. However, this often leads to uncontrollable hunger later on. By delving deeper into this behavior, the agency found research that backs up the relationship between restricting or limiting food intake and the release of the hormone cortisol, which triggers hunger.

In response to this finding, the “Keeps Hunger at Bay” campaign was born, a series of print ads that creatively play with the look-alike between inedible objects and foods to catch the attention of dieters who struggle with hunger. The campaign promotes the benefits of Meiji Yoghurt Double Zero, which can help dieters feel full for longer while dieting.

Credits
Client: CP-MEIJI
Agency: TBWA\THAILAND
Chief Creative Officer: Asawin Phanichwatana
Chief Creative Officer: Chanatthapol tiensri
Creative Chairman: Veradis Vinyaratn
Creative Director: Pattarapong Lapjarupong
Copywriter: Veradis Vinyaratn/Asawin Phanichwatana/Nalin Viroonhatham/Jidapa Udomkittivorakul/Kawinpob Panbanpeaw/Valunch Charoensombut-Amorn
Art Director: Chanatthapol Tiensri/Pattarapong Lapjarupong/Tanapol Phucharoen/Thanjira Sansanavarnee/ Tanitsara Wunpanich
Planner: Samatchaya Mojanaku/David Adams
Business Director: Wilasa Klangnarong
Associate Account Management Director: Nuttiya Sukkeha
Account Manager: Wassachol Thangjitputtapong
Print Producer: Werawat Rangruktham
Photographic Studio: Le Photographe
Retoucher: Montage Studio Bangkok