Ever stepped into a supermarket aisle and thought of making a healthy snack choice?
In most cases, all the healthy options available for your favourite pack of chips would have hidden sugars and ingredients.
So what is the solution? Never snack at all? Stick to a diet of home-cooked meals?
The Whole Truth, a health-first brand, promised its customers the benefits of healthy snacking, with true, authentic ingredients. They started with making healthy ‘snacking’ bars that did not contain ANY sugar. And the ingredient list on the back of their packaging stated the same.
The brand’s promise is also reflected in the way they marketed their products. For the longest time, CEO Shashank Mehta would feature in all the brand’s advertisements. He would refer to himself as the ‘whole truth’ and compare the products to an ordinary protein bar available in the market.
It was only last year, the brand began doing a campaign with Rohan Joshi.
Check out the hilarious campaign, where Rohan plays a food scientist called ‘Dr. Protein’ and CEO Shashank Mehta calls himself, ‘The Whole Truth’:
This series of campaigns was not your average, tongue-in-cheek commercial. It was a deep dive into the psyche of an average consumer's healthy snacking options. Some of the hidden labels on the packaging, hide the copious amount of sugars and other 'unhealthy' ingredients.
The campaign brought to light, lies all 'health' focussed brands tell us, in the name of being honest.
Check out the other commercials the brand launched, along with a few recent ones:
The brand even showed how healthy food products shoot their advertisements. Quite real, we say.
The Whole Truth recently ventured into launching a protein supplement.
They unveiled a similar campaign for their range of supplements for both men and women.
The campaigns are honest and talk about how most protein powders on supermarket shelves, make tall promises. However, when it comes to the truth, it should be the 'whole' truth.
But does being honest in marketing be beneficial in the long run?
Recently, Anupam Mittal, founder of Shaadi.com, praised the brand's marketing communication. He hailed the brand's direct way of addressing its audience.
A health-centric brand needs to have certain values in place and should be able to communicate the same to its audience. Whole Truth, does it in a way that does not seem 'pedantic' or preachy.
Give your customer the truth, and you will earn their trust. It is, really that simple. And the brand communicates that, effectively.
