Biscuit brand Julie's goes into Carnival mode for promo of new Love Letter flavour

Julie’s has released its new limited-edition flavour for the upcoming festive season called "Love Letters Lemon" and created a four day carnival to promote this new product. The carnival provided an opportunity for families to bond and create memories with the activities lined up. Activities include the kids colouring session with goodie bags for grab and playing with a claw machine to win the Julie’s exclusively produced Love Letters tub plush toy.

To further amplify the campaign, the brand also created collaterals that would run through the month through digital ads, digital OOHs and advertorials. Julie's sad that the carnival was created with the help of ExtraOrdinary Events and digital activations are handled by Kredence Creative Solutions.

Tzy Horng Sai, director of Julie's Biscuits said that the true essence of Chinese New Year is celebrating new beginnings together with loved ones. “With the festive Love Letters Lemon, we hope to bring in something refreshing for the new year, symbolising an optimistic life full of zest in 2023. What better way to spread the warmth and bond with those we cherish than sharing some tasty treats like the Julie’s Love Letters,” he added. 

Along with providing sweet treats, Julie’s has been using its brand influence to take active steps in addressing taboo issues as well. In November last year, Julie’s extended its hand towards shedding light on mental health awareness. Their #Take25 campaign urged people to take time out for themselves to unwind in between their hectic day and encourage people to take care of themselves amidst the reported 25% rise in anxiety and depression worldwide caused by the pandemic.

In mid 2021, Julie’s launched a campaign that tackled gender equality issues saying in its LinkedIn post that women certainly play an important role in every aspect, including its Raya ad. "It turns out that now they dare to come forward and not be shackled to the same script again," it added. 

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