Most advertising in the category is fairly similar, with common visuals such as fire, acid and consumers clutching their chests in pain. We needed to find a new positive way to speak to consumers, one which showed that we understood their unwillingness to compromise their lifestyle or deny themselves the foods they love.

‘Happy Eating’ saw Rennie put food at the heart of its communications by encouraging people to enjoy the food they love without the worry of being struck down by heartburn due to Rennie’s fast-acting relief.

In 2015 Rennie partnered with YouTube channel SORTED food to create a 9 part video series called The Rennie Mystery Box Challenge. Each video featured a Rennie branded box containing a mystery ingredient which was delivered to SORTED, they had to discover what the unusual or exotic ingredient was and, with their community’s help, come up with a tasty dish and cook it.

Since there is a lot of food content on YouTube we wanted to ensure thatour content cut through amongst other recipe videos. We created two distinct online adverts that consisted of quickly edited shots of real reactions from the guys opening the box which was then supported with paid media to reach people looking for food content online.

From July new videos went live on SORTED food’s YouTube channel every 3 weeks with each video supported by paid social posts from SORTED’s Twitter, Facebook and Instagram channel.

• Video views – 14,000,000

• Video through rate – 28.5%

• CTR – 1.62%

• 40,000 social interactions

• 20% increase in consideration to those exposed to the adverts