“It is an honour to be recognised at the MMA EMEA Smarties among such tough competition, particularly for a brand with such a strong social purpose,” said Dougie Brew, director external affairs, communications and sustainability for Africa at Unilever. “We are grateful to have a partner in Liquorice that we are able to work closely with to produce work of this calibre, which goes beyond a simple brand proposition to show how we can create a brighter future for our consumers.”
The campaign set out to highlight the importance of breakfast for children, particularly in Africa, where most children hardly ever eat a good breakfast. With this mobile-first campaign, Blue Band aims to educate parents on the importance of breakfast, and make it an every day reality for half a billion African children.
Miles Murphy, founder and CEO of Liquorice, commented, “Our work with Unilever continues to highlight how digital is essential to bridging the gap between brand and consumer and bringing them closer together. Awards such as the MMA EMEA Smarties ensure that we continue to flex those muscles and produce work that makes an impact.”
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