Low fat snacks is a busy market, driven by functional benefits. The challenge for Snack A Jacks was to differentiate. To move away from generic claims about ‘low fat’ and ‘low calorie’ which most consumers believe means ‘low taste’.

From speaking to our women’s panel, it was clear that they’re fed up with being sold a dream they can’t have. Relentless celebrity coverage and the false promises of the health and beauty market have left women sceptical and disbelieving.They want the truth behind the magazine photos. They want gloss on their lips, not on the facts.This gave us our campaign thought - Snack A Jacks will bring you the NAKED TRUTH in the world of celebrity appearances and fad diets.

The results far exceeded our expectations. 60,000 people registered on the site and 3,900 applied to become Naked Truth Reporters. Amongst the wider audience, brand image scores rocketed: ‘brand regard’ rising 24%, and brand affinity by a colossal 83%.

This campaign shows how we took a central idea, giving consumers the Naked Truth, and then expand it across print, TV and online. We began by tying up with the biggest selling women’s weekly in the UK and then pushing the idea as far as we could to encourage both depth of communication and audience participation.

We started by taking ownership of the UK’s best selling women’s weekly. Closer. This would be our platform for the Naked Truth.We pushed this partnership into completely new territory by then associating with the TV show Deadline. Deadline was a reality TV show in which celebrities worked under pressure to produce a magazine. Going behind the scenes of both magazine production and celebrity lifestyle, this TV show pushed the Naked Truth proposition still further. The final twist came when the celebrity created magazine from the show was distributed each week in Closer.

At the same time, we were encouraging active participation in this activity through the Naked Truth blog, giving the audience the gossip and stories behind the scenes of what they saw on the TV show. Again pushing the Naked Truth agenda.Finally, through the blog, we recruited our own Naked Truth Reporters from amongst the audience. Their mission: to go out and discover the Naked Truth behind celebrity lifestyles for themselves. We sent them on professional photo shoots, gave them personal stylists, life coaching and access to celebrities’ favourite venues. Having done this, they then wrote up their reports, published them on the blog and, of course, had them published in a weekly spread in Closer magazine, effectively closing the loop of the media activity.