Welcome to the world of Julie's, the family-owned brand that has been serving affordable snacks to Southeast Asia for generations. Our brand has always been focused on bringing people together, but we knew it was time to step up our game to better connect with the next generation of snackers.
Our insight was that in today's world, people crave human interaction more than ever. Sharing snacks is one way to connect with others, whether it be with colleagues, friends, communities or families. We developed the idea of "bridge the world," which emphasised the role that snacks can play in bringing people together and uniting differences.
Not only did we see a 23% increase in brand likability, but we also had a 26% increase in purchase intent and a 63% increase in brand awareness. Our campaign even earned over S$750,000 worth of PR coverage, 11.7 million earned media impressions, and 9.3 million views on YouTube.
The rebrand successfully repositioned Julie's as a brand that promotes unity and inclusivity through the simple act of sharing snacks. It was a great opportunity to use insights into human behavior and values to connect with a new generation of consumers, increase brand likeability and drive business growth.