The pandemic brought a lot of sudden changes for all of us – human interaction and travelling were risky and restrictive, near future was very uncertain and every little custom we were used to had to change because of this constant threat. People started to be worried, anxious and the main left refuge was to take advantage of your everyday little joys, especially now after the lockdown.
If before the pandemic travelling was the most waited for activity of the summer, now people are divided in two main categories - the ones who canceled all their plans and decided to stay in the city and the ones who wanted to take advantage of any given little trip. Therefore, we had to communicate biscuits not only as a filling snack for your trips, as we knew people considered them, but also as a choice for the summer, no matter where you find yourself, something people were not used to during hot days.
We created a strong association between biscuits and the feeling of enjoying every little thing this summer, while free and finally outside the house. So, we came with the concept of Summer Craving and the encouraging HL Enjoy a tasty Summer!. More than this, we pointed out that biscuits are fit for any traveller, not matter if they choose to travel away from the city or explore the urban surroundings.