Special K Biscuit Moments
Say Yes to Me-time

The business opportunity: A big idea to launch this sweet biscuit with less than 100 calories.

Our insight: Biscuit breaks are often associated with me-time.

Our solution: Encourage women to take time off for themselves and enjoy a guilt-free biscuit.

A personality quiz let them take the time to discover more about themselves. To give them a break from ads, our own page disappeared completely. Tactical banners appeared at traditional break times, and promoted posts started girly chats. We used the biscuits filling to appeal to people’s appetites.

Firstly I worked with the planner to draft the strategy, I then developed the idea, executions and art direction; as well as the social media strategy with the client and the social team. During the campaign, I managed content managers and junior designers.