This campaign was developed to launch Metamucil FibreCaps as the more convenient way to get your daily fibre intake. Most people try to consume more fibre naturally by eating more green vegetables and cereal when they can, but often they can’t get enough fibre to meet their recommended daily needs. By referencing a typically Australian high fibre lunch option the “Big Salad Sandwich” we dramatise a truth that everyone struggles to get enough fibre in their diet everyday to introduce "Metamucil FibreCaps" the first product of its kind in this market with the 100% natural fibre in a capsule.