Julie’s Biscuits recruits goats to spread mental health insights in new campaign

Biscuit brand Julie’s is back with their #Take25 campaign, a mental health awareness movement, for the second year running. The campaign is aimed at encouraging people to prioritise their mental well-being through the simple act of taking 25-minute breaks in a day.

The campaign leverages a series of three entertaining videos featuring a day in the life of some unexpected stars – goats aka G.O.A.T.s, sharing their wisdom on mental health.

Using the power of humour, the videos playfully use the acronym G.O.A.T.s which stands for “The Greatest of All Time”, to convey that even the greatest individuals have days where they don’t feel so great or positive all the time.

In each video, the goats share their wisdom on mental health as they experience everyday issues such as loneliness and toxic positivity.

The videos end with key messages such as “Why fit in when you can be yourself?” and “You don’t always need to be with someone to be happy”.

Don’t miss: 'If you're getting backlash, you're doing something right,' says Julie's director over rebrand

Speaking on the campaign, Tzy Horng Sai, director of Julie's Biscuits, said that social media has seen a surge of curated content that feature idealised portrayals of life’s successes and joyful moments. This has created the perception that curated content equates to an ideal life, despite the impossible standards that they promote.

"We hope to use #Take25 not only as an opportunity to break the constant pressure surrounding mental health awareness, but to spark conversations and create a space where authenticity, vulnerability, and open conversations are celebrated,” he added.

The campaign was created in collaboration with creative agency, GOVT. The videos aim to spread the message that mental wellbeing is a complex journey, and that each person faces their own unique challenges.

"We live in a very success-driven world where it is very crucial to acknowledge that even the most accomplished individuals such as the G.O.A.T.s of our generation have their low moments too, and that's perfectly normal," said Aaron Koh, creative partner at GOVT. "For this campaign and in line with the typical Julie’s brand humour, we have decided to feature real goats instead (as the actual G.O.A.T.s would be too costly) to spread the message that mental wellbeing is a complex journey, and each person faces their own unique challenges. Feeling less than great doesn't always signify a mental health issue; it just means you're human.”

Last year’s rendition of “#Take25” also featured three videos, which showcased the unique ways in which people chose to unwind. Consumers were also encouraged to engage with the hashtag on social media, showing their own ways of unwinding.

The campaign was conceptualised in light of the 25% increase in anxiety and depression reported worldwide following the COVID-19 pandemic.

Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.

Related articles:
Julie's Biscuits acts fast on Michelle Yeoh's historical Oscar award with logo swap and OOH ad
Biscuit brand Julie's goes into Carnival mode for promo of new Love Letter flavour
SG ad agency GOVT starts up new arm, brings on board veteran ad man Kelvin Koo