True Elements’ disruptive new campaign breaks path conventional category route with pinch humour

Clean labeled and 100% whole grain certified food brand, True Elements, has launched its maiden campaign films packed with a dash of humour and an earworm built on sonic and ASMR fundamentals. With its unique insights that consumers are smart and know when a brand lies, which, in turn, needed to change True Elements campaign showcases the brand drive the switch between telling lies to saying what is true.

Highlighting its hero products

It does so while highlighting its hero products - Clean Label Certified Rolled Oats, Nuts & Berries Muesli, and 7-in-1 Seeds Mix. The four engaging films - two 30s films and two 10s films - flow effortlessly, with a catchy earworm, ‘Truing Truing, What You Doing?’ making the storytelling more powerful.

With its cinematic storytelling exploring relatable situations, the four films mindfully deviates from category cues around healthy food involving monotonous, left-brain messaging to engage a much wider audience in an endearing and unconditioned manner, according to an official communication from the company.