I AM, leading brand of vegetable drinks, presents its new campaign “A truck in the fine print”, with a clear purpose: to educate consumers about the importance of reading what they consume. In collaboration with the creative agency Revolt, I AM has launched a series of commercials, outdoor and digital campaigns, as well as an unexpected activation that invites consumers to closely examine the ingredients of its products.
The campaign presents an original idea: hiding a truck full of YOSOY products in the list of ingredients of its YOSOY Original Oatmeal packs. In the words of the brand: “where others hide ingredients they don’t want to show, we have hidden a prize for people who notice.” Accompanying this proposal, YOSOY highlights the simplicity of its list of ingredients: “water, oats… and no surprises”, reinforcing its commitment to clean, additive-free products.
An activation that has not been announced anywhere else while it was active, so that only those people who read the ingredients could opt for the prize. However, a month after launching the YOSOY Oatmeal packs with the hidden message, YOSOY has presented a TV spot in which it does not say that there will be a promotion, but that there was one. A way of rewarding those who spontaneously read the ingredients without prior notice.
YOSOY's initiative highlights the value of its products by opting for a "clean" label, clear and simple, with few and good ingredients to guarantee quality and flavour. At a time when many stabilisers and additives are increasingly questioned for their harmful effects on health, the brand launches in this campaign a message more typical of an educational, critical and warning advertisement, but which is lightened by using a friendly tone.
“With ‘A truck in the small print’, we are not only rewarding, but also reinforcing our mission to educate and raise awareness about the importance of reading and understanding what we consume. In a world where health is a growing priority, we remain faithful to our promise of offering clear and honest products that inspire and serve as a reference in the category and the food industry,” explains Paula Arcas, Brand Manager of YOSOY.
The campaign is national in scope and will run throughout the months of September and October. It will be present on television, outdoor and digital media. In addition, it will be reinforced in the autonomous regions of the Basque Country and Catalonia with sponsorship on the TV3 Cuines programme, as well as advertising on buses, trams and OPIS in different areas nationwide. On social media, the campaign will feature the participation of like-minded influencers, with a presence on platforms such as YouTube, Instagram and TikTok, and will take advantage of digital environments such as Connected TV on Prime Video.
