People don’t actually know what exactly goes into manufacturing processed foods. To get people thinking about what they are eating, the challenge was to photograph actual ingredients and meticulously mold the ingredients, part by part, in a way that looks appetizing from afar. Once consumers knew otherwise, they found Eno to be the instant relief from indigestion after eating

Firstly, we created a giant burger and sausage mock up. We placed the actual ingredients that make these processed foods including real intestines, internal organs, chicken feet and head, heart, brain and kidneys, liver and meticulously assembled them, part by part, to took like a real beef pattie and sausage. We shot this on a simple textured background. Digital imaging and manipulation enhanced the smallest details of these ingredients. The art direction was kept clean to give more emphasis on the food. The font used around the product gave a sense of gourmet appeal to complement the seemingly appetizing burger or sausage.

People were more mindful about what they ate. And when it came to indigestion caused by these foods, Eno maintained top-of-mind recall in stores. During the campaign period, we saw an increase in the sales of Eno in stores.