Concept, creative direction, production
Beckers makes snacks. But society’s tendency is towards a more healthy life. The pinnacle of that tendency is the #fitgirl trend on social media, especially Instagram. A trend that doesn’t really floats Beckers boat. But Instagram is merely the best little bits of life. Even the most hardcore #fitgirl snacks every now and then. Totally normal, it just doesn’t end up on social media. Not every day is #fitgirl day.
Understanding & Recognisability
Not every day is #fitgirl day is targeted to young urban families. They recognise the trend around which the campaign revolves. Therefore the message resounds with them effectively. To make it even more recognisable, the gradient is inspired on Instagram's design. But most effective off all, is the combination of two seemingly opposing elements: the healthy versus the unhealthy.