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Cup-a-Soup always does things with a bit of personality. So, when it came time for a campaign to get people to choose it as their afternoon snack, we decided to quite literally, bring that personality to life. The main benefit of choosing Cup-a-Soup over something like a chocolate bar is that you don't get the sugar highs and lows. You're always on your game. So much so, it's like you have a Wingman.
The new Light & Crispy Shapes are the healthier version of the delicious biscuit that's been loved by Australian's for decades. But we all know how insipid the ads can be when they're selling healthy snacks to women. And we wanted to run a mile from this. The insight is bang on. When something's tasty, your Conscience usually steps in after you've had one or two and tells you to back away from the snack bowl. But with new Shapes Light & Crispy - Conscience is absolutely enamoured. And what are the consequences of a world where our Conscience is stuck at home eating Shapes? Well, that's exactly what we'll show. This is the launch of what is hopefully going to be a long and popular campaign.